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Guy Fieri had to spend considerably more time working on Bosch’s new Super Bowl commercial than he does on the short-order fare regularly displayed on his Food Network program “Diners. Drive-ins and Dives.”
On the long-running series, recipes like Baked Lemonade Pork Chops and Deep-Fried Chicken Cordon Blue are assembled and plated in minutes. preparations for Fieri’s’ appearance in the Big Game spot, on the other hand, went on for “about six months,” the celebrity chef acknowledges during a recent interview. “We spent all of ’25 doing it,” he says, including conversations about wardrobe, hairstyle and voice. Bosch even asked Fieri to consider shaving his signature goatee (he couldn’t, because he was in production on a different Food Network series).
In the spot, Fieri undergoes a makeover to portray “Just A Guy,” a character who “settles for whatever there is in the kitchen. “ But a potential Bosch customer would not. “I tell people all the time, whenever they’re cooking, they often don’t have enough BTUs, they don’t have the right equipment,” says Fieri. “One part of the puzzle to making great food is keeping the food fresh or fire fresh, and that includes having enough feet of connections to use for having of induction cooking or just whatever it is. You make the best dish in the world, and eat it on a plate that’s not properly cleaned or has soap residue, you got a big problem.”
The work represents Bosch’s second consecutive effort to stir things up at the Super Bowl, which will air February 8 on NBC, which has been seeking between $7 million and $10 million for a 30-second spot in the game. In 2025, the maker of power tools and appliances tapped Antonia Banderas to portray a suave operative playing alongside an actor imitating professional wrestler Randy “Macho Man” Savage. The new commercial’s sole focus on Fieri suggests the company has been fine-tuning its marketing recipe.
It’s also Fieri’s second time on the Super Bowl ad roster. In 2022, he took on a role as “Mayor of Flavortown” to help Anheuser Busch InBev launch a new line of Bud Light Seltzer Hard Sodas. Executives at the time, he says, “let me have my say on, you know, what was right and what was not and where we needed to adapt,” something he feels is important for the overall effort.
Making a Super Bowl commercial can be even more intense than whipping up a big dinner for an important crowd. “Oh, they both have their level,” Fieri says, and the key thing to keep in mind is “not wanting to disappoint.” In both situations, says Fieri, “you find that you dig deepest when you’re in a pressure situation, or at least I do.”
The Food Network personality doesn’t strike endorsement deals willy-nilly. “Authenticity to me is it,” he says. “You can’t pay me to talk about something that I don’t believe in.” He scrutinized everything from corporate philanthropy to “just the way they treated the crew.”
“I’ve got to feel right about it. They’ve got to feel right about it,” he says. “We’ve got to meet at the top of the mountain.” Or, in February , in close proximity to a well-scrutinized football game.
English (US) ·