Contrarily to category conventions that prescribe you speak about the blades performance and use Alpha type males, instead it was decided to bring an extra human story to the forefront.
Instead of the delivery being the standard 30 second commercial, the campaign opted for a documentary style format and filmed Mook, a 44 year old man shaving his beard of 14 years, which his wife and children had never seen him without.
The content piece that was created received extremely positive reactions, not only in Israel but abroad as well where it has featured in magazines such as GQ, People's Magazine, Adweek, The Daily Mail, Elite Daily, Allure Magazine and many more.
Within the first week the content piece has accumulated over 1.100.000 views on YouTube.
To view the campaign: https://youtu.be/r8PPYv83wtY