A Guy Shaves Off His Beard ... and Creates a Moving Docu-Style Ad

Israeli Spot for Super Pharm Razorblades Is About More Than Just Shaving

By Alexandra Jardine. Published on Jul 27, 2015

Editor's Pick

In this online film for Israeli pharmacy chain Super Pharm Life, a man shaves off his beard. Nothing remarkable about that, but agency BBR Saatchi & Saatchi and director Oded Binun manage to make it into a moving docu-style film about what we see when we look at familiar faces.

The film, discreetly promoting Super Pharm's own-label razor blades, concerns Mookie, a husband and father. When his beard comes off, his own father fails to recognize him, his daughter says he looks "like a different daddy" and his wife feels like she's cheating on him. All are emotional family moments neatly captured on film.

Mookie himself, although worried beforehand about somehow losing his virility, seems to enjoy the change, saying he can now feel the wind and sun on his face for the first time in a long while. Hipsters, take note.

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Jul 27, 2015
BBR Saatchi & Saatchi
Chief Executive Officer:
Yossi Lubaton
Executive Creative Director:
Nadav Pressman
Creative Director:
Idan Levy
Art Director:
Michal Gonen
Yair Zisser
Digital Creative Director:
Maayan Dar
VP of Production:
Dorit Gvili
Odelia Nachmias Freifeld
VP of Client Services:
Shani Vengosh Shaul
Noa Sharf
Account Executive:
Stav Hershkovitz
VP of Strategic Planning:
Shai Nissenboim
Strategic Planner:
Roni Arisson
Eva Hasson
Traffic Director:
Ronit Doanis
Traffic Director:
Yael Kaufman
Production Company:
T GO Tom Sofer
Oded Binun
Post Production:

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