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Documentary-style ads, after terms-and-conditions notices, are typically some of the most rambling and ignored pieces of content on the internet.

Which only makes BBR Saatchi & Saatchi’s film for Super-Pharm’s M6 razor blades more remarkable. The online ad follows an Israeli man called Mook who shaves off his beard after 14 years and surprises his family with his hairless face. In words, the concept sounds awful, but the film’s empathy and humanity make it oddly enthralling. BBR Saatchi & Saatchi has said that it had to shoot three documentaries to get one worth airing. The spot has been viewed close to one million times on YouTube.