Shalom Life | July 31, 2015

WATCH: Viral Video of Israeli Father Shaving his Beard for First Time in 14 Years

People are going crazy for this family's reaction to a man named Mooki shaving his beard

By: B. Shane Morganstein

Published: July 30th, 2015 in Culture » Society » News

A new video online is trending, focusing on a man named Mooki, and the shaving of his beard after 14 years.

The video, entitled “My New Face,” was developed by Israeli ad agency BBR Saatchi & Saatchi for drug store chain Super-Pharm’s (the Israeli version of Toronto-based Shopper's Drug Mart) private line of Life M6 razor blades. Nadav Pressman, the agency’s creative director, maintains that the advertisement is “totally a documentary project” focusing on Mooki and his family.

“There was a search to find someone who would have enough personality to hold the viewer’s attention,” Pressman continued. Enter Mooki – a 44-year-old bearded Israeli ready to shave his face and shock his family.

The video is taking the internet by storm, with already over 1,650,000 views on YouTube. When Pressman showed the video to his father, they apparently couldn’t stop crying. “I said, ‘What are you crying for? It’s a commercial!”

Pressman is most impressed, however, with Super-Pharm, for willing to risk such a large amount of money on trying something they’ve never done with their marketing. “You need a customer who’s willing to take the chance when you try to create a piece of content that will be shareable, that people will actually post and share it on Facebook, when they would never do it for a regular commercial,” Pressman explained.

Pressman says he first stumbled upon the idea for the ad campaign after a coworker told him about his own shock as an 8-year-old seeing his father for the first time without his beard.

“You market to the gut,” continued Pressman, explaining his unique approach to advertising in the razor market space. “What would people want to watch, share, and discuss, and we made it. The two other clips we made are rubbish. This guy worked out because of the part with his father.”

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