Bosch is returning to the Big Game with a makeover no one saw coming, and somehow, it makes perfect sense. In a new Super Bowl spot created by Droga5 New York, Guy Fieri undergoes a full-blown identity shift, proving that with the right tools, anyone can feel like a Bosch… even the Mayor of Flavortown himself.
Directed by Tim Heidecker and Eric Wareheim via PRETTYBIRD, the spot opens on a version of Fieri known only as “Justaguy.” Gone are the frosted tips, the flames, the swagger. He’s polite. He’s subdued. He’s unsettlingly normal. But the moment he starts using Bosch appliances, the transformation begins. Hair spikes. Confidence returns. Flavor re-enters the room.
The escalation is pure Tim & Eric chaos. With the flick of a Bosch dishwasher, even Fieri’s dog isn’t spared. The pup sprouts spiky blond hair to match its owner and suddenly starts talking, completing the surreal rebirth of Flavortown energy. It’s deliberately silly, visually committed, and unapologetically strange — exactly the tone that’s helped Bosch stand out in a Super Bowl landscape crowded with safe celebrity cameos. Watch the hilarity below:
“Celebrities are a staple at the Super Bowl, so for Bosch’s return, we wanted to make sure we made the most of Guy Fieri’s star power in an unignorable way,” said Chioma Aduba, president of Droga5 New York. “Transforming him into ‘Justaguy’ and bringing him back to his original self—what better way to show that ‘The more you Bosch, the more you feel like a Bosch’?”
“Returning to the Big Game stage is an exciting milestone for Bosch,” adds Boris Dolkhani, Bosch CMO. “We continue to push creative boundaries and collaborating with exceptional talent – like Guy Fieri – allows us to further showcase how our products are ‘invented for life’ with consumers in a fresh, memorable way.”
The spot is the latest chapter in Droga5’s ongoing platform for the brand, “The More You Bosch, The More You Feel Like A Bosch,” following last year’s Big Game appearance featuring Antonio Banderas and Macho Man Randy Savage in a hyperbolic masculinity showdown. This time, the power fantasy is less about bravado and more about becoming your truest, most chaotic self.
There’s also a layer of authenticity beneath the absurdity. While Fieri is best known for his larger-than-life kitchen presence, he’s also a longtime user of Bosch power tools and an avid craftsman, grounding the campaign in a real relationship with the brand.
Bosch didn’t wait for game day to flip the switch. The campaign rolled out as a slow-burn cultural tease, starting on Fieri’s birthday with a cryptic Instagram post debuting his “Justaguy” look. Bosch followed with increasingly obvious hints, turning the makeover into a mini mystery that played out across social feeds, meme accounts, and creator channels. Take a look at the BTS footage Bosch has shared:
The strategy was designed to stretch a single Super Bowl moment into weeks of conversation. Influencers and creators joined in, sharing their own #LikeABosch transformations and amplifying the joke well beyond the broadcast. Paid media placements prioritized discovery and cultural adjacency, rolling out across platforms like Netflix, Peacock, Hulu, ESPN, YouTube, and custom social environments to keep the momentum going.
The full spot will air during the second quarter of the Big Game, with Carat handling media buying and strategy, and Phaedon and Zeno Group supporting PR.
In a night filled with celebrities trying to outdo one another, Bosch zigged where others zagged, by turning one of TV’s most recognizable personalities into “Justaguy,” only to remind us why he was never just a guy in the first place.
CREDITS:
Brand: Bosch
Agency / Creative: Droga5 New York
- Chief Creative Officer: Pelle Sjoenell
- Executive Creative Director: John Parker
- Executive Creative Director: Matt DeCoste
- Executive Creative Director: Jay Hunt
- Art Director: Stacie Larsen
- Art Director: Cherise Woo
- Art Director: Cliff Lewis
- Copywriter: Justin Cannon
- Copywriter: Brendan Dimech
- Influencer Marketing: Heather Hosey
- Influencer Marketing: Maryah Greene
- Strategy Director: Andrew Quay
- Strategist: Lauren Hong
- Head of Production: Ruben Mercadal
- Executive Producer: Dylan Heimbrock
- Executive Producer: Dave Stephenson
- Executive Producer: Alyssa Dolman
- Producer: Ariana Narang
- Producer: Emmanuel Tobe
- Producer: Dagmar Wong
Media: Carat US
- Vice President: Mike Gantz
- Vice President: Alex Brezzi
- Planning Director: Sonia Malhotra
- Planning Director: Jamie Semel
- Head of Digital: Alex Bonkoski
- Executive Director: Rob Kilgore
- Associate Director, Video: Olivia Makowsky
- Associate Director: Ashley Sumner
PRODUCTION COMPANY: PRETTYBIRD US
- Director: Tim Heidecker & Eric Wareheim
- Executive Producer: Kerstin Emhoff
- Executive Producer: Suzanne Hargrove
- President: Ali Brown
- Head of Production: Rachel Main
- Producer: Dennis Beier
- Production Manager: Darwin Chepil
- 1st AD: Jeff Mosuk
- Director of Photography: Tom Banks
- Production Designer: Hank Mann
- Costume Designer: Tara Valente
- Hair and Makeup: Trudi Egerton Ball
PRODUCTION COMPANY: Giant Artists
- Photographer: Julia Johnson
- Photographer: Erik Umphery
- Talent Consultant: Rachel Goldman
PRODUCTION COMPANY: Crawford & Co
Executive Producer: Zach Crawford
PRODUCTION SERVICES: Filmgroup
- Executive Producer: Nathan Miles
- Executive Producer: Renee Poulin
- Head of Production: Alexandra Wilson
- Producer: Oliver Van Beek
POST / VFX: Bespoke Digital
POST/ VFX: Parliament
- VFX Supervisor: Philip Ineno
- VFX Supervisor: Alex Koester
- Creative Director: Philip Ineno
- Creative Director: Kathleen Kirkman
- Creative Director: Tom Graham
- Creative: Alex Koester
- Creative: Franz Kohl
- Creative: Myong Choi
- Creative: Ashley Thomas
- Producer: Emma Hertz
- Producer: Emma Fleischmann
EDIT: Arcade Edit
- Editor: Jeff Ferruzzo
- Managing Partner: Sila Soyer
- Executive Producer: Fanny Cruz
- Producer: Andrew Cravotta
- Edit Assistant: Alexey Novikov
MUSIC/SOUND: Human
- Executive Producer: James Dean Wells
- Creative Director: Morgan Visconti
- Composer: James Leibow
- Composer: Thomas Keery
- Composer: Ed Dunne
MUSIC/SOUND: Heard City
MUSIC/SOUND: Midnight Snack
- Managing Partner: Gloria Pitagorsky
- Sound Designer: Evan Mangiamele
- Sound Designer: Phil Loeb
- Sound Designer: Eric Warzecha
- Sound Designer: T Terressa Tate
- Sound Mix: Evan Mangiamele
- Sound Mix: Phil Loeb
- Sound Mix: Oddy Litlabo
- Sound Mix: Zoltan Monori
- Sound Mix: Virginia Wright
- Executive Producer: Liana Rosenberg
- Sound Producer: B Muñoz
- Sound Producer: Nick Duvarney
- Sound Producer: Dylan Stetson
PR: Phaedon
PR: Zeno Group
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