Meet Mook, a 44-year-old man who has had his beard for the last 14 years. In a new ad by Israeli agency BBR Saatchi & Saatchi for Life M6 razor blades, we see Mook shave it off and surprise his family — who have never seen him fresh-faced.
The ad, translated into English from Hebrew, shows the brave father and husband take a leap of facial hair faith.
And he's ready.
He explains in the video, aptly titled 'My New Face,' that if his family likes it, he just may keep it.
Once the transformation is complete, filmmakers record his parents', sister's, wife's and child's reactions to seeing his clean-shaven face.
Their reactions were pretty epic...
His mother and twin sister were ecstatic.
His dad didn't even recognize him.
His wife felt like he wasn't even the same person.
As for his daughter?
She doesn't seem to mind one bit.
BBR's Eva Hasson told AdWeek the brand wanted to take a different, more personal approach than the typical razor ad.
Smooth move, guys, if we do say so ourselves.