Would your family recognize you if you shaved it all off?

Life M6 convinces a bearded man to do the unthinkable.

beard guy
Welcome to the battle of the beards and the blades. It’s no cakewalk convincing people to shave these days, given that the popularity of facial hair is on the rise, so razor brands are pulling out all the stops to get men to buy their blades, including Super-Pharm’s private label brand Life M6. Along with agency Saatchi & Saatchi, it recently convinced an Israeli family man to shave it all off and then document the reactions of his disbelieving folks, kids and wife. Based on the responses (or sometimes lack thereof), one would think he came out of his mother’s womb with a beard. Watch how unrecognizable he becomes, and then smile as your heart melts with joy at his daughter’s candid reaction.


Brand: Super-Pharm (Life Private Label Brand)
Product: M6 Razorblades
Agency: BBR Saatchi & Saatchi Tel Aviv
CEO: Yossi Lubaton
Executive Creative Director: Nadav Pressman
Creative Director: Idan Levy
Art Director: Michal Gonen
Copywriter: Yair Zisser
Digital Creative Director: Maayan Dar
VP Production: Dorit Gvili
Producer: Odelia Nachmias Freifeld
VP Client Services: Shani Vengosh Shaul
Supervisor: Noa Sharf
Account Executive: Stav Hershkovitz
VP Strategic Planning: Shai Nissenboim
Strategic Planner: Roni Arisson
Planning Information Specialist: Eva Hasson
Traffic: Ronit Doanis, Yael Kaufman
Production Company: T GO Tom Sofer
Director: Oded Binun
Postproduction: Broadcast

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