Guy Fieri, the legendary Diners, Drive-Ins and Dives TV show host, was clearly into cars well before debuting his red 1968 Chevy Camaro SS convertible on camera. Back in 2001, Fieri starred in a couple of Flowmaster Inc. commercials. In 2009, Flowmaster pulled them out of its archive and posted the ads on its YouTube channel. Weirdly, they both lack about 98% of Fieri’s personal brand. Watch them below.

Flowmaster Inc. is an American-made aftermarket exhaust systems manufacturer. The brand started out in 1983 and remains an American-made company. It sells exhaust parts for cars, trucks, and SUVs. The catalog includes intakes, manifolds, pipes, catalytic converters, and mufflers.

I’ve sold many Flowmaster components over the years. Customers would need either standard replacement parts or wanted to upgrade their exhaust systems. Despite my familiarity with the brand, I have to admit I had no idea Guy Fieri was part of its marketing legacy. Even though the videos have been sitting in a public-facing Flowmaster archive for 15 years, I caught wind of their existence on social media just this week.

Fieri delivers his advertorial lines quite seriously. Still, bits of his personal brand leak through. As I mentioned above, the commercials block about 98% of Guy’s Flavortown character. I’ll assign the remaining 2% to his signature bleached hair and goatee.

I can’t quite get over how stern Guy Fieri’s expression and tone are in these, considering the Mayor of Flavortown is normally all smiles and goofy “isms.”