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Bosch’s Super Bowl 60 ad takes a buzzer to Guy Fieri’s iconic bleach-blonde haircut

Bosch’s Super Bowl 60 ad takes a buzzer to Guy Fieri’s iconic bleach-blonde haircut

DraftKings Network 2026 Super Bowl

Published:

By: Dan Johnson

Guy Fieri shows up as “Just a Guy”—brown hair, clean shave, zero swagger—until a Bosch appliance or power tool hits his hands and the full Flavortown persona snaps back on. The bit keeps firing in everyday scenes—sad sandwiches, job-site uncertainty—because the brand promise is simple: Bosch turns “regular” into confident on contact.


It’s a transformation gag built for Super Bowl LX: the more you Bosch, the more you feel like a Bosch, and the joke lands because it looks like a superpower. It lands because the product isn’t the punchline—the confidence boost is.

Grading the Guy Fieri Super Bowl 60 ad

Grade: C-. The transformation gag with Guy Fieri is visually clear, but it’s one note and a little ad-slogan-forward. It’ll get a chuckle, then drift.

Dan Johnson
Dan Johnson has been an editor, writer, and analyst for DraftKings and DraftKings Network since 2024. He’s previously held editorial posts at The Paris Review, Macmillan Publishers, Bedford/St. Martin’s Press, ASSIGNMENT Magazine, and FantasySixPack. You can find his various editorial work & writing (sports-related and non-) at all of the above.
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