Sonoma County’s own Guy Fieri finally solved the mystery behind his viral new look, revealing that his clean-shaven face and brown hair are all for a high-stakes Super Bowl ad.
Per the Press Democrat, the celebrity chef teamed up with Bosch appliances for the commercial, where he plays a buttoned-up alter ego named “JustaGuy” that even fooled his own wife on set.
Fieri says the transformation involved a two-hour wig application and a grueling film schedule, but fans will have to wait until Super Bowl Sunday on February 8th to see the full “Flavortown” face-off.