Guy Fieri set the record straight about the bold hair transformation that left him unrecognizable—explaining that it really was him, and that the style switch-up is for a Super Bowl LX commercial.
On his 58th birthday, the Food Network star dropped jaws when he seemingly traded his signature bleach-blond spiky hair for more traditionally styled brown hair. He also ditched his goatee for the shocking makeover.
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“Hey there! After so many years of celebrating my birthday as Guy, I figured this year I’d celebrate it as just a guy,” he said in a video shared via Instagram on Jan. 22. "Happy birthday to me." In the caption, Fieri added, "New Year. New Guy. New Look."
Although many assumed the video of Guy was AI-generated, the Diners, Drive-Ins and Dives host clarified that the clip really was him. Even his own mother, Penelope Ferry, was fooled.
“I sent the picture to my mom and she said, ‘Who is that?’” Fieri told People. “She said, ‘It really looks a lot like you, but I know it’s not you.’ I said, ‘Mom, that’s me.’”
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Evidently, Guy's new hair was for a Super Bowl commercial for Bosch, which will air on Sunday, Feb. 8, during the big game's broadcast. And no AI was involved in his style transformation.
"Guy’s birthday post is not AI," a Bosch spokesperson told People. "The video was shot with Guy Fieri himself, and the Justaguy transformation was achieved using high-end post-production visual effects.”
According to Fieri, applying his brunet wig took two hours each day of filming. His wife, Lori, was even caught off guard on set. "She’d look at me and go, ‘Oh — it’s you. I didn’t even know it was you,’” he shared.“If you’re going to go big, go big,” Fieri said of agreeing to take on the style overhaul for the commercial. “They said, ‘Well, can you shave your goatee?’ And I said, ‘I would for this. This is such an important commercial. This is such a big deal.’”
On Monday, Jan. 26, Fieri returned to Instagram with another video teaser for his upcoming Bosch Super Bowl ad. "Just a little Big Game buzz. #LikeABosch#Sponsored," he captioned the post.
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View this post on InstagramAs jarring as the video teases have been, Fieri promised that viewers will be shocked when they see the final Super Bowl commercial for Bosch. “If there aren’t about 10 seconds where people say, ‘Is that really him?’ then I’ll be 100 percent wrong,” Fieri told People. “But I won’t be.”
He then warned, "Be prepared for the Super Bowl commercial. You’re not ready.”
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