Bosch is once again taking the spotlight at the Big Game with a new ad showcasing its home appliances and power tools. This year, the ad features Guy Fieri, but with a twist: he appears as an almost unrecognizable version of himself.
For the first time, Guy Fieri loses his signature spiked blond hair, goatee, and bold style, transforming into "Justaguy" Fieri, a regular guy with brown hair and no beard. However, when Justaguy utilizes Bosch products, he magically turns back into his iconic Guy Fieri look, demonstrating how Bosch products make you feel "like a Bosch."
In the ad, we see Justaguy turning into Guy Fieri in several fun scenarios:
- When he grabs the handle of a Bosch refrigerator, he instantly transforms into Guy Fieri with spiked hair and sunglasses, while the food inside remains fresh longer owing to Bosch's VitaFresh® Pro.
- While hosting guests, Justaguy makes boring bologna sandwiches. But when he switches to the Bosch 800 Series induction cooktop, he whips up a delicious bananas foster.
- On the job site, Justaguy is clueless, but when he picks up a Bosch Circular Saw and Bosch Nailer, he turns into Guy Fieri and starts building cool stuff.
- Using his Bosch dishwasher with CrystalDry™ technology, Justaguy transforms back into Guy Fieri, showing how Bosch makes dishes not only clean but perfectly dry, ready to go straight into the cabinet.
Even Guy’s dog, Cash, joins in, transforming into a "Bosch" version with spiky blonde hair, a diamond chain, and a matching coat.
This ad is part of Bosch's ongoing multi-year campaign, "The More You Bosch, The More You Feel Like A Bosch," and will be featured in various content featuring Guy Fieri. The campaign also highlights everyday people using Bosch products, making them feel like a part of the Bosch family too.
Executive Statement
According to Paul Thomas, president of Bosch in North America and president of Bosch Mobility, Americas, the campaign management is on demonstrating how their products elevate the lives of home appliance and power tool consumers. The continuation of their commitment to the Big Game reflects their focus to grow in the United States for 2026 and beyond.