Viral Now: Life M6: A whole new look

Super-Pharm's private label line of Life M6 razor blades helps a man discover his new face and "a new chapter in his life," as he shaves his 14-year-old beard.

"You look like a different daddy," says little girl Ori, on seeing her father who shaved his 14-year-old beard. Ori's priceless expression is captured in a three-minute online film by Israeli agency BBR Saatchi & Saatchi for Super-Pharm's private label line of Life M6 razor blades.

The video titled 'My New Face' was published on YouTube on July 28, and has, since then, garnered close to 4.2 million views. The film shows a 44-year-old man, Mook (Amit), who has had a thick beard for 14 years. His family is in for a surprise, undoubtedly a pleasant one, when he decided to shave it off using the six-bladed cartridge, Life M6.

The ad begins by showing Mook's reservations about parting with his trademark beard. Not only does he anticipate his family's reaction, he is also worried about the perceived "loss of virility" and "intimidation power." Eventually, when he accomplishes the feat, his new look is appreciated by everyone in the family, but only when they recognise him.

While Mook's mother is unable to control her laughter, his father who works at the family store, starts treating him like a customer, only to realise after a while that it's his son! "I can't believe this is how you look," exclaims his wife, Limor, in the video.

The film has been directed by Oded Binnun for Super-Pharm, a company that deals in pharmacy, drugs and perfumery.