…and for everyone else, a new way of looking at (Super-Pharm) razorblades. This is what happened when BBR convinced Mookie to shave off the beard he’d had for 14 years.
Shaving ads have tended to travel the same path – all about a close shave, a comfortable shave, a precision shave…
BBR Saatchi & Saatchi created something entirely different – a brand story about a man called Mookie, who had worn a beard for 14 years. BBR S&S convinced Mookie to shave off his beard for Super-Pharm’s private label razorblades, Life M6 Blades…
…so the agency could document what that meant to him.
His wife and kids had never seen him without it.
Sure, the ad is of its time. The bearded man fad is beginning to be extinguished. But, it’s also a new direction for the category and reflects a new direction for advertising to men. In 2015, men are allowed to show both their softer sides and their inner feelings.
Mookie does both in this branded content/social experiment:
The ad also unearthed some interesting social observations about beards:
- Men like to hide behind their beard
- A beard gives them a sense of security
- A beard is, to men, a symbol their virility
- A beard, they believe, is a source of their authority
The reactions of Mookie’s close friends and family were interesting too:
- Mookie’s wife said she felt like she was cheating on her husband
- Mookie’s daughter said he felt like a new daddy
- Mookie’s father failed to recognise him at first
The film received more than 220.000 views in its first 5 days on YouTube. That’s a massive achievement for a film in Israel.
Campaign credits:
Agency: BBR Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Executive creative director: Nadav Pressman
Creative director: Idan Levy
Art director: Michal Gonen
Copywriter: Yair Zisser
Digital creative director: Maayan Dar
Production Company: T GO Tom Sofer
Director: Oded Binun
Post production: Broadcast
