"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 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.