Man Shaves Beard Off After 14 Years, and Family Reacts in Shock, in Remarkable Razor Ad

Almost a spiritual cleansing

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"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.

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