Man Shaves Beard Off After 14 Years, and Family Reacts in Shock, in Remarkable Razor Ad Almost a spiritual cleansing.
Israeli Man Shaves Beard off after 14 years and Family Reacts
“Maybe it’s a new chapter in my life.”
That’s how Amit (aka, “Mook”), a 44-year-old dude who’s had a thick beard for 14 years, describes the experience of shaving it off in “My New Face,” a three-minute online film by Israeli agency BBR Saatchi & Saatchi for Super-Pharm’s private label line of Life M6 razor blades.
Since the M6 competes with better-funded brands such as Gillette, “traditional messaging promoting efficiency due to number of blades” would likely have proven “majorly ineffective,” says BBR’s Eva Hasson. “That’s why we decided to follow a different approach.”
The idea for the film originated with an agency staffer who recalled that as a child, he did not immediately recognize his father after he shaved off his trademark beard. Much to the agency’s surprise, the client proved eager to give the offbeat idea a try.
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Israeli Man Shaves Beard off after 14 years and Family Reacts
