Guy Fieri reveals the real reason for his birthday makeover

The mayor of Flavortown, Guy Fiérishares the real reason he drastically changed his iconic look last week. The restaurateur was unrecognizable in an Instagram post on his birthday, which amused all social networks.

Now, Fieri is sharing the details of his makeover, and it has something to do with the upcoming Super Bowl.

As reported The explosion Last week, Fieri surprised his social media followers with a post in which he looked radically different from his signature style.

His spiky, bleached hair was gone, and in its place was brown hair neatly combed to the side. Gone is her colorful, fashion-forward wardrobe, replaced by a long-sleeved plaid top tucked into khaki pants. He then said he wanted to celebrate his 58th birthday as “just a guy” instead of “Guy” before blowing out his candles.

Many took to the comments section to say they didn’t recognize him at all, while his son, Hunter, commented that he looked like an insurance salesman.

It wasn’t done just for laughs, however, as Fieri revealed there was a reason for the makeover.

Days after debuting his new look, Fieri confirmed it was made in collaboration with tech company Bosch and in a new ad.

The campaign concept required the Food Network star to make big changes, and he readily agreed. In an interview with PeopleFieri said: “If you want to go big, go big. They said, ‘Well, can you shave your goatee?’ And I said, ‘I’ll do it for that.’ This is such important publicity. It’s a really big deal.”

Fieri’s new look was so different from his usual style that he even fooled his own mother. He remembers sending a photo to his mother, who asked, “Who is that?” She even insisted that even though it looked like her son, she was convinced it wasn’t him.

When he posted the short birthday video on Instagram, many assumed it was done with AI. However, a company spokesperson said no artificial intelligence was used. Instead, they relied on computer-generated images.

“The video was shot with Guy Fieri himself, and Justaguy’s transformation was achieved using high-end post-production visual effects,” the spokesperson said.

Fieri confirmed this and said he shot the commercial over two days on multiple sets, using multiple cameras. “It was the craziest 24 to 36 hours of my filming career,” the chef added, noting that the experience was like shooting a movie.

Fans will be happy to know that although he shaved his beard, his iconic hairstyle was spared. He wore a wig instead, which he said was a grueling two-hour process.

The concept for the new ad took months to develop, and the brand’s goal is to showcase Bosch’s innovation while incorporating humor to grab the audience’s attention.

Fieri boasted that Bosch wasn’t afraid to push the boundaries when it came to coming up with a unique concept, and he promised that fans would “question what they see” when they see the final result.

The new ad featuring Fieri will be the second time Bosch has aired a commercial during the Super Bowl. As reported Advertising weekthe company released a commercial last year featuring actor Antonio Banderas and a Randy “Macho Man” Savage lookalike.

Bosch Marketing Director Boris Dolkhani explained how 2025 advertising boosted the brand. “Last year’s debut sparked immediate momentum, and we saw that energy translate into stronger retail demand and brand awareness,” he explained.

This year, their goal is to continue this momentum and further increase the humor to offer the public an unforgettable advertisement.