Joseph Lamour is the food reporter at TODAY.com and is based in Washington D.C.
Guy Fieri got one over on the entire population of Flavortown. On Jan. 26, TODAY can exclusively reveal that Fieri is trading in his leather for a poly-cotton blend to star in a SuperBowl ad for Bosch — albeit temporarily — as “Justaguy” Fieri, his brown-haired, clean-shaven, New Balance-wearing alter ego who “just looks like an ordinary guy.
” He's ordinary, Fieri says, even his own wife didn’t recognize him. “I was right in the middle of filming ‘Tournament of Champions,’ but I had to fly up, brought my wife with me,” Fieri tells TODAY.com. “When I walked out on set and I stood next to her, I stood there for like, two minutes, she didn’t say a thing to me. And then I said something, and she goes, ‘Oh my God!’” The restaurateur and host is known for his trademark look — goatee, maximalist fashion, statement jewelry and, of course, that shock of blond and spiky hair — but ditched it all on his 58th birthday for khakis, a button-down and hair that says, “I drive a car that has a high safety rating.” The “Diners, Drive-Ins and Dives” host is many things, but beige is not one of them, so his fans expressed shock and bewilderment littered his comments section. They said they were uncomfortable, that he looked “like Fred Flintstone” and a car salesman, and some thought the image was AI-generated. Fieri’s son, Hunter, also commented, “Dad... when did you start selling insurance?” There were so many comments, Fieri says he almost intervened. “I wanted to make a statement about it, because I’m like, ‘Wait a second, it’s not AI. That’s my acting ability. Don’t pigeonhole me,’” he says with a laugh. “Don’t put me over in a corner.” Fieri first starts the process of becoming a plain-yogurt man in a teaser on social media. The video shows Fieri being approached by hair clippers, and in a flash, we see Justaguy. Before the barber shaves off his iconic coif, it cuts to the date of the Super Bowl: Feb. 8, 2026. In a TODAY.com-exclusive clip, Justaguy hosts the “Sandwich Show,” where he makes a very, very basic bologna sandwich — until he transforms back into Guy. The first time he saw the full look, which took six months to plan and employ, he thought, “What am I doing?” “The funny thing is, I had to find that guy, I had to find Justaguy,” he says. “I know he’s got to be happy. He’s gotta be enthusiastic.” Fieri found him and his shy, anxiously happy voice, but now says his family wants him to lose Justaguy again. “They keep saying, ‘Don’t talk to me in the Justaguy voice.’”
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