Guy Fieri on Massive Transformation in Super Bowl Ad

Guy Fieri is dishing the details behind his new look. 

The Diners, Drive-Ins and Dives host recently traded in his signature blonde spiked hair and goatee for a more corporate look. As it turns out, the transformation was a temporary change as part of an upcoming Super Bowl LX ad.

In a Jan. 26 Instagram post, Guy sits in front of a vanity, rocking a red leather jacket, goatee, and signature jewelry as someone approaches him with clippers. As the camera flashes between his old look, and clean-shaven corporate transformation, the Guy’s Grocery Games host says, “I’m just a guy.”

Alongside the teaser, Guy wrote, “Just a little Big Game buzz,” next to the hashtag #LikeABosch. For the Bosch spot—debuting Super Bowl night on Feb. 8—Guy knew that he had to go all in, despite what his fans would think.

“My commitment to doing this was, ‘Okay, we’re playing big ball. And I’ll play,’” the 58-year-old told Entertainment Weekly. “What it turned out to be, what people are going to see, I’m just gonna turn my phone off for about three weeks after this, because people are gonna hammer me.”