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BOSCH:
Super bowl lx

When Guy Fieri uses his Bosch appliances and power tools, he feels like a Capital B Bosch, baby. And when he doesn’t? Well, he’s Justaguy… the clean-shaven, khaki-wearing co-star of our Super Bowl spot.






the tease


Before revealing our Super Bowl campaign, we teased the single most compelling, thumb-stopping thing about the idea: Guy Fieri without his frosted tips.



Guy launched his make-under on his Instagram for his birthday, which took the internet by storm. Garnering everything from speculation to outrage on outlets like Variety, E! News, Complex, People, Page Six, USA Today, Entertainment Weekly, Parade, US Weekly, InStyle, AOL, Star Magazine, IMDb, Daily Mail, Yahoo!, Food & Wine, Buzzfeed, Daily Beast, NBC, Fox News, Adweek, Little Black Book, Muse by Clios, and many more.





To keep building on the momentum, we launched Justaguy’s Sandwich Show... a tasty little number.



POST-GAME


We conducted an interview with the breakout star of our spot, Cash Fieri.




GUY! GUY! GUY!

The Super Bowl spot was the launch of the second year of Bosch’s “The More You Bosch, The More You Feel Like a Bosch” campaign, featuring Guy and Justaguy, with some power tools and appliances.






Made @ Droga5

Directors: Tim & Eric, Prettybird
Editor: Jeff Ferruzzo, Arcade
Color: Mikey Rossiter, Rare Medium
Sound: HEARD
VFX: Parliament
Photography: Eric Umphery, Julia Johnson
Creative Partner: Brendan Dimech
ECDs: John Parker, Chris Colliton
GCDs: Matt DeCoste, Jay Hunt
Creatives: Stacie Larsen, Justin Cannon
Awards & Recognition:
AdAge Super Bowl LX Ad Champion

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ʕ •ᴥ•ʔ cya later