Featured Image Credit: Paul Archuleta/Getty Images
Topics: Celebrity, US Food, TV and Film, Instagram, Social Media
Ella Scott
Topics: Celebrity, US Food, TV and Film, Instagram, Social Media
TV chef Guy Fieri has bamboozled fans with his latest celebratory social media post, with some claiming they ‘barely recognised’ the cooking icon.
The Food Network favourite, who turned 58 last week (22 January), debuted a brand-new look in a video with the tagline ‘New Year. New Guy. New Look’.
Gone was the signature blonde spike locks and goatee combo facial hair, chunky chain necklaces, and Adam Sandler-esque clothes.
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In their place was a rich, dark brown comb over, a shaved face, and a buttoned up checkered shirt tucked into some smart brown chinos.
“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.
Fans were quick off the mark to comment on Fieri’s new look, with chef and YouTuber Joshua Weissman writing: “Wow, I barely recognised him. Bro looks like my car salesman. Happy birthday!!”
“Didn’t know who it was right away. Had to recognise the voice,” commented another social media user.
A third remarked: “I use to always thinks the people bout recognizing Clark Kent because of glasses, were idiots. But I take it back. This is crazy.
“You look totally different. I had to cover the screen except your eyes and go look at a precious video and do the same to be convinced that that is you.”
Others noted how it looked suspiciously like AI may have had a hand in the video... Although he suggests there might be more to it than people realise.
In a new interview with People, the American restaurateur revealed that ditching his trademark look is due to an upcoming commercial.
“If you’re going to go big, go big,” he claimed. “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.’
“If you’re going to pioneer — like Bosch has done for over 100 years — you’ve got to think differently,” he continued. “They weren’t afraid to push it.”
The advertisement is with Bosch and is due to run during this year’s Super Bowl.
The campaign features two versions of the star: his larger-than-life persona and his clean-cut alter-ego ‘JustaGuy’.
Fieri confirmed that his hair in the uncanny Instagram video was a wig, and that it took two hours to apply each day.
“When you see the picture, you’re either going to want to buy a life insurance policy from me or you’re going to want to go out to Bingo.”
A spokesperson from Bosch confirmed that the video is Fieri in an unnatural form and was not generated using artificial intelligence.
“Guy’s birthday post is not AI,” they stated. “The video was shot with Guy Fieri himself, and the Justaguy transformation was achieved using high-end post-production visual effects.”
Speaking on the Bosch advert, which is set to air during Super Bowl LX on 8 February, the author claimed that the real surprise was coming.
“Be prepared for the Super Bowl commercial. You’re not ready.”
The 2026 edition of the Super Bowl will be contested by the New England Patriots and the Seattle Seahawks.