In this online film for Israeli pharmacy chain Super Pharm Life, a man shaves off his beard. Nothing remarkable about that, but agency BBR Saatchi & Saatchi and director Oded Binun manage to make it into a moving docu-style film about what we see when we look at familiar faces.

The film, discreetly promoting Super Pharm's own-label razor blades, concerns Mookie, a husband and father. When his beard comes off, his own father fails to recognize him, his daughter says he looks "like a different daddy" and his wife feels like she's cheating on him. All are emotional family moments neatly captured on film.

Mookie himself, although worried beforehand about somehow losing his virility, seems to enjoy the change, saying he can now feel the wind and sun on his face for the first time in a long while. Hipsters, take note.