Despite his spiky, bleach blonde hair, tattooed arms, and biker aesthetic, Guy Fieri is fundamentally a calming presence.
On the surface, he is a famously unsubtle figure. But he is also a known entity, more concept than man at this point. With Guy, you know what you are getting, and there is something comforting about that.
Bosch, a German engineering brand yearning to be an American staple, has sought to harness that quality in its second Super Bowl ad. It deployed Fieri to play both himself and his alter ego, a drab version of his outsized person called “Just a Guy.”
When Just a Guy grabs a Bosch tool, he transforms into the Guy we know and love. The crux of the schtick thus established, Bosch treats viewers to several variations on the theme. Will the ad earn a place in the hallowed annals of Super Bowl greats? Probably not. But it might just make a foreign German brand feel a little more familiar, all thanks to Guy.
Here’s what creatives thought of the ad:
Seth Hargrave, CEO, MediaTwo
“Love him or hate him, this hits. The audience and timing are right (as I reach for more food), and the two-in-one messaging for both product lines absolutely makes the most of the investment.”
Gordy Sang, Cofounder and Chief Creative Officer, Quality Meats
“The incognito teaser of this film, with Guy being seen out in the world as a “regular guy,” was a clever use of Guy. Also enjoyed the execution stye and transformation of regular guy to gaudy-Guy. I like saying guy.”
Daniel Gonzalez, Creative Director, Remezcla
“Bosch leaned into atmosphere over product. It chose to frame its appliances as a switch that turns a ‘regular guy’ into Guy. The performance of cool is central here.”
Andrew Becks, CEO, 301Digital
“This is a well done ad. I like that they included Guy Fieri in a way that feels authentic to his brand and natural to the overall positioning. The tagline is also a clever way to position their appliances and power tools, and I think it was smart to include multiple product lines in the same ad, since I imagine Bosch is less well known in the U.S. than a lot of other consumer brands in the segment. This ad does a good job at modernizing a brand that has historically been more staid.”
Watch Bosch’s Super Bowl 60 Ad, “Just a Guy” below.
