Guy Fieri without his goatee: the Bosch Super Bowl ad and the 800 Series behind #LikeABosch

Guy Fieri without frosted tips. Without a goatee. Wearing Dockers and a plaid shirt, looking like he manages a regional insurance office.

That was the image that stopped the internet last week when Bosch aired their Super Bowl LX commercial. Fieri, the most recognizable face in food television, stripped away everything that makes him him for the #LikeABosch campaign. His own son Hunter saw the early footage and commented, “Dad… when did you start selling insurance?”

The ad racked up over a billion views in its first 24 hours. Guy’s social posts pulled 12.8 million views and 208,000 likes before the game even kicked off. Bosch clearly hit a nerve.

But behind the celebrity makeover and the rock-and-roll energy, there are actual appliances. The campaign features the Bosch 800 Series, and we carry the full lineup at Masters Wholesale. Several models are on sale right now, including one at 42% off.

Here’s what the Super Bowl ad was selling, and whether it lives up to the hype.

How the ad works

The concept is simple. Without Bosch appliances, Guy Fieri becomes “Justaguy,” a clean-shaven, neatly combed man in sensible clothing. The moment he grabs the handle of a Bosch refrigerator, he transforms back into the Guy Fieri everyone knows: jewelry, flames, spiked hair, and all.

The formula repeats through the spot. Normal guy touches Bosch, becomes Guy Fieri. Step away from Bosch, back to Justaguy. The tagline ties it together: “The more you Bosch, the more you feel like a Bosch.”

For the curious: the wig was real (his personal hairstylist handled it), the plaid shirts and Dockers were real, and the missing goatee and tattoos were CGI. Fieri said he would have shaved for real, but he was filming Tournament of Champions at the same time and “they would’ve had a massive cow.”

The message behind the humor is that Bosch products make you more capable in the kitchen. It’s a bold claim. Let’s look at the actual products.

800 Series French-door refrigerator

The fridge from the ad’s opening scene is the Bosch 800 Series counter-depth French-door refrigerator (B36CL81ENG). Right now it’s $2,997 at Masters Wholesale, down from $5,199. That’s $2,202 off.

At 20.5 cubic feet, this isn’t the biggest French-door you can buy. Bosch traded raw storage space for a counter-depth design that sits flush with your cabinetry. No protruding handles. No bulky profile. It looks built-in without the built-in price.

What separates it from other counter-depth fridges is the dual compressor system. Two compressors handle the fridge and freezer independently, which means odors stay where they belong. Your ice won’t taste like last night’s leftovers.

A couple features we think are worth calling out:

• FlexBar is a metal bar that mounts inside the fridge and holds hanging shelves for condiments, wine bottles, and eggs. It puts vertical space to work that normally goes to waste.
• VitaFreshPro is a drawer with adjustable temperature and humidity settings, controllable through the Home Connect app on your phone.

The three-tier pull-out freezer keeps frozen items organized in layers instead of buried in a pile. LED lighting throughout the freezer means you can actually see what’s in there.

The honest take: 20.5 cubic feet is smaller than most French-door fridges at this price point. If you have a big family that fills the fridge to the brim every week, you’ll notice the difference. For households of two to four people, the capacity works fine, and the flush counter-depth look is a fair tradeoff.

We compare the full Bosch refrigerator lineup in our best Bosch fridges guide.

Available at Masters Wholesale with delivery in 5-6 days.

800 Series dishwasher

The Bosch 800 Series dishwasher (SHP78CM5N) is the most popular model in the 800 lineup at our store. It’s $1,199 at Masters Wholesale, down from $1,449.

Bosch is the quietest dishwasher brand in the U.S., and this model runs at 42 dB. That’s quieter than a library. We’ve had customers tell us they forget a cycle is running and open the door mid-wash. Bosch thought of that, too. An InfoLight beam projects onto the floor to signal that the dishwasher is on, and turns off when dishes are done.

The feature that gets the most attention is CrystalDry. It uses zeolite minerals, a natural volcanic element, that absorb moisture and release heat up to 176 degrees. This makes dishes 60% drier than standard condensation drying. Plastics come out dry to the touch. If you’ve ever unloaded a dishwasher and had to hand-dry every Tupperware lid, CrystalDry solves that.

PrecisionWash with PowerControl adjusts water pressure from a targeted spray arm to hit baked-on food harder. The flexible 3rd rack has expandable wings for deeper items. With 16 place settings, it fits more than most standard 24-inch dishwashers. And Wi-Fi connectivity lets you start cycles from your phone.

The honest take: This model doesn’t have a sanitize cycle. If that matters to you (families with babies, or anyone who wants that extra germ-killing rinse), the Benchmark series includes one. CrystalDry is effective but still not as aggressive as heated drying systems on some competing brands. Those are real tradeoffs to weigh.

We’ve covered this model in detail in our Bosch SHP78CM5N review, and if you’re comparing brands, our Miele vs Bosch dishwashers comparison might help.

In stock and ready to ship from Masters Wholesale.

800 Series induction cooktop

The #LikeABosch campaign also features the Bosch 800 Series 36-inch induction cooktop. Induction uses magnetic fields to heat cookware directly instead of heating a burner surface. Water boils faster, temperature adjustments happen in seconds, and the cooktop stays cool to the touch.

We carry the NIT8661UC at $2,999. These are popular with customers remodeling to all-electric kitchens, and the 800 Series gives you a full 36 inches of cooking surface with responsive touch controls.

A note on availability: our current 800 Series induction cooktop stock is limited. If this caught your eye during the Super Bowl spot, contact us early so we can confirm timing for your order.

The honest take: Induction cooktops need compatible magnetic cookware. If your current pots and pans aren’t induction-ready (a magnet won’t stick to the bottom), you’ll need new ones. That’s an added cost worth planning for.

Our induction cooktop guide covers how induction compares to gas and electric if you’re new to the technology.

Does the 800 Series earn the hype?

Super Bowl ads are designed to get your attention. Guy Fieri in Dockers gets your attention. But attention doesn’t tell you whether an appliance will hold up after five years.

We’ve sold Bosch for over a decade, and the 800 Series is where the brand hits its stride. The 300 and 500 Series are solid machines, but the 800 is where you get features that change daily routines. CrystalDry on the dishwasher means you skip hand-drying. Dual compressors on the fridge mean no flavor transfer. Induction on the cooktop means faster and safer cooking.

Bosch runs 485 quality checks on every dishwasher before it ships. Every single unit gets tested with water at the factory. That kind of production discipline is part of why these appliances tend to need fewer service calls over time.

They’re not flawless. Bosch fridges offer less storage than Samsung or LG at similar prices. Their dishwashers skip a few features that competitors include standard. And induction cooktops come with the cookware compatibility question.

But the 800 Series does two things well: quiet operation and long-term reliability. They’re designed to run in the background, not demand attention. That might be the most Bosch thing about them.

Our best Bosch dishwashers roundup covers all models across the 100, 300, 500, and 800 Series.

Bosch 800 Series pricing at Masters

If the #LikeABosch campaign got you looking at Bosch, here’s where the 800 Series stands at Masters Wholesale right now:

We also carry Bosch’s 100, 300, and 500 Series lines. Bosch dishwashers at Masters start at $579, and every model is on sale right now.

The #LikeABosch campaign is a multi-year push from Bosch, so expect more of this branding through 2026 and beyond. But the current pricing, especially that 42% discount on the 800 Series fridge, is tied to remaining stock. Once this inventory moves, it moves.