Super-Pharm "Mook" (2015) 3:04 (Israel)

Social experiment time. For Super-Pharm's private label line, M6 razorblades they had a guy give up his beard of 14 years to see what would happen. His wife and kids (who had never seen him without his beard) were stunned, but the best moment comes from his dad who mistakes him for a customer in his store at first. Along the way we get some insights into why men keep their beards, and what happens when they shave them off.

Client: Super-Pharm
Agency Credits: BBR Saatchi & Saatchi
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
Traffic: Ronit Doanis, Yael Kaufman
Production Company: T GO Tom Sofer
Director: Oded Binnun
Camera: Lael Utnik
Post Production: Broadcast

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