“Everybody just looked at me like, ‘I see you a different way now,’” the celebrity chef and Food Network star tells EW.

Guy Fieri details dramatic Super Bowl ad transformation that left his wife and kids shocked: ‘What have I generated?’

"Everybody just looked at me like, 'I see you a different way now,'" the celebrity chef and Food Network star tells EW.

By Ryan Coleman

Ryan Coleman

Ryan Coleman is a news writer for with previous work in MUBI Notebook, Slant, and the LA Review of Books.

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February 8, 2026 7:45 p.m. ET

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Guy Fieri and 'Justaguy' Fieri. Credit:

- Guy Fieri is breaking down his dramatic transformation for Bosch's big Super Bowl 2026 commercial and his family's shocked reactions.

- "When my kids watched it, when my wife watched it, they sat there, everybody just looked at me like, 'I see you a different way now,'" Fieri tells EW.

- The full ad, which dropped on Thursday, features a virtually unrecognizable Fieri clad in sensible slacks and a pressed button-up, without his iconic frosted tips or goatee.

Forget the Guy Fieri you once knew. Meet Justaguy.

The restauranteur, celebrity chef, and Food Network icon ditched his signature look for appliance maker Bosch's big Super Bowl LX commercial, leaving fans stunned.

"What people are going to see, I'm just gonna turn my phone off for about three weeks after this, because people are gonna hammer me," Fieri previously told EW during a spirited conversation in the lead-up to game day. Now he's spilling about the reactions that hit the hardest: those of his wife and kids.

Guy Fieri as 'Justaguy' for Bosch.

Fieri teased his radical new look in a brief, puzzling video shared to his Instagram on Jan. 22. Even the *Diners, Drive-Ins, and Dives *host's son, Hunter Fieri, appeared gobsmacked by the sight of his dad shorn of his instantly recognizable frosted tips and goatee, commenting, "Dad... when did you start selling insurance?"

Then came a burst of clarity: Fieri revealed his Super Bowl partnership with Bosch on Jan. 26 in another brief Instagram video that depicted him staring hesitantly at his own reflection in a vanity while a hair trimmer made a slow and menacing approach. The full ad premiered on Thursday. It shows Fieri in a dour, buttoned-up outfit, clean-shaven, and sporting a neat combover, explaining that when he isn't interacting with Bosch appliances, he feels like "Justaguy." But when he does, he transforms into the rock and rolling Fieri fans know well.

It's been a long road to (temporarily) throwing off all the trappings that make Guy Fieri recognizable as the pop cultural icon who won the first won America's heart in 2006 by winning the second season of *The Next Food Network Star*. But he's been married to wife Lori Brisson for a decade longer and father to sons Hunter and Ryder for nearly as long. How did they handle the big shake-up?

"When my kids watched it, when my wife watched it, they sat there, everybody just looked at me like, 'I see you a different way now,'" Fieri recalls with a laugh, wondering aloud, "Wow. What, what have I generated?"**

Despite the momentary shock, Fieri says his family has been fully along for the ride with him since the beginning. "My wife came with me to the shoot," he reveals. "She goes, 'I gotta see this. I gotta be there for this.'"

Fieri insists he would have gone full practical with the makeover, swearing, "I would've shaved. I really would've." But he's just too busy. Fieri currently runs the nonprofit Guy Fieri Foundation, owns a tequila brand, a chicken brand, a cigar brand, a cookware line, numerous restaurants, hosts several series for the Food Network, and just wrapped production on the new series *Flavortown Food Fight*, on which he suffered a nasty injury.

"I was that committed that I would've shaved my goatee, but I was right in the middle of filming *Tournament of Champions*, so they would've had a massive cow," he explains.

What was real, and what was Hollywood magic, then?

"The wig was real. My hairstylist that does all my stuff for all my shows came with me. The plaid shirts and Dockers I was wearing," he notes with a sarcastic chuckle. "Everybody's at my house laughing because, you know, we'd do it in a day, and then they'd come back next week, and I'm Guy again. But we did use CGI on the goatee and on the tattoos."******

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***Get your daily dose of entertainment news, celebrity updates, and what to watch with our EW Dispatch newsletter*.**

Fieri previously told EW that his signature look began as a "chance to revolt" after working in fine dining establishments and becoming a restauranteur. But then TV came calling, and the spikes and goatee became a kind of calling card.

"It's never bothered Lori," he says. But his wife did admit after she saw "Justaguy" for the first time that she'd "'always wondered what you'd be like without the goatee.'"

Guy Fieri for Bosch's Super Bowl 2026 commercial.

Fieri's already back to normal, having leapt out of the dregs of Justaguy just as fast as he rose to the challenge of embodying the rizz-less square for his big game-day ad.

Watch Fieri's commercial above, and check out our roundup of this year's best and worst Super Bowl commercials.

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