Who would guess that watching a video of a man doing a seemingly mundane everyday task like shaving could be so captivating? In a short ad spot created by the Israeli outpost of Saatchi & Saatchi for a line of men's razorblades, a 44-year-old man named Amit goes through the process of shaving off the beard that he's had for 14 years. And it's pretty intense.
In the very beginning of the video, Amit describes his expectations for the emotions he'll experience after shaving: "Five minutes of shock, bitter weeping for half an hour, then acceptance."
When he actually goes through with it, he doesn't get that emotional, but he does express concern that with a bare face, he'll experience a "loss of intimidation power." Whatever that means.
What's truly amazing is watching the way his friends and family members react to the new beardless Amit: His children and wife (none of whom have ever seen him without a beard) seem to be utterly stunned. His own father doesn't recognize him until they're several minutes into a conversation. He tells Amit, "Before, you were impressive; now you're handsome." At the end, Amit gets introspective, calling this a "new chapter" in his life.
You can watch the entire video here.
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