“I’m just gonna turn my phone off for about three weeks after this,” the celebrity chef tells EW.

Guy Fieri fears reaction to his dramatic Super Bowl ad transformation: ‘People are gonna hammer me’

"I'm just gonna turn my phone off for about three weeks after this," the celebrity chef 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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January 26, 2026 11:51 a.m. ET

Guy Fieri in Bosch's Super Bowl ad. Credit:

Guy Fieri/Instagram (2)

America's favorite foodie, Guy Fieri, is known for many things. His irrepressibly positive approach to life, his love of greasy spoons, and perhaps more than anything, his iconic look. Which is why he's afraid of what's coming.

The celebrity chef and Food Network staple previewed a dramatic transformation Friday to celebrate his 58th birthday. Feverish fan speculation over the new look can finally be put to rest, as Fieri's participation in a Super Bowl commercial for Bosch was revealed on Monday in an extended teaser that showcased a reinvention so dramatic he's actually unrecognizable.

Fieri spoke to * *ahead of the ad dropping in full to detail the process of becoming a new Guy - literally.

"When I left corporate restaurants when I was in my 20s, the goatee was always the thing everybody knew was kind of like my chance to revolt. 'Yeah, I have my own restaurant! I'm my own chef now, with my own restaurant. I'll have tattoos and a goatee!'" Fieri gleefully recalls. So when he was approached to completely reimagine his famous goatee and icy spikes for a big game-day spot, he saw it as "a little bit of an in-office dare. Like, 'Would Guy Fieri really do this?'"

It turns out he would. But it's come with some trepidation.

"My commitment to doing this was, 'Okay, we're playing big ball. And I'll play," Fieri shares. "What it turned out to be, 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."

Guy Fieri on 'The Kelly Clarkson Show' in 2025.

Weiss Eubanks/NBCUniversal via Getty

In the teaser (above), Fieri sits in a barber chair and stares nervously into a vanity, lit by a multitude of twinkling bulbs. His frosty 'do and goatee feature prominently, until a hand holding a buzzer moves into frame and toward his face. A brief flash reveals Fieri no longer dressed in a slick red leather jacket, but a stodgy gingham button-up. Most startlingly, his spikes have been replaced by a bland mass of combed brown hair, and his face is clean shaven.

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"My wife said to me, 'I gotta see this. I gotta be there for this,'" Fieri recalls with a laugh.

"Just a couple weeks prior, getting fitted for the wig and the whole thing, I realized that Bosch was really going to lean in," he shares. "The two directors that we had come in, this whole production we did, you know, shooting up in Vancouver, it was just to the Nth degree. And that is what is going to come out."****

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A native of Columbus, Ohio, Fieri's diverse and adventurous culinary palette developed across the world, during stints growing up in Northern California, as an exchange student in Chantilly, France, and as a restaurant manager in Long Beach, Calif.

He rose through the ranks in the Golden State before trekking to New York to conquer one of the most cutthroat culinary scenes in the world. The series that made him an international star, *Diners, Drive-Ins, and Dives*, premiered in 2007, the year after he garnered recognition for winning the Food Network reality competition series *The Next Food Network Star*.

Fieri previously starred in a Super Bowl ad for Bud Light. But three years later, he's excited to shock the millions of fans who tune in on game day with his radically normal new look.

Look out for Fieri's full Bosch ad during the Super Bowl on Sunday, Feb. 8, beginning at 6:30 p.m. ET/3:30 p.m. PT on NBC.

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Source: “EW Super”