“Does anything say 2020 more than a lockdown beard?” We’ll be charitable with our answer to the question posed by razors brand Harry’s in its new ad – because it’s being charitable, too.

In an ad comprised of still pictures of weird and wonderful beards in various states of removal, Harry’s is promoting its #8ForAMate ‘fundrazor’ (nice) for the Campaign Against Living Miserably mental health charity. The premise is simple: shave off your whiskers, post a pic, donate £8 to CALM, and nominate a chum to do the same.

Some well-chosen pics show the challenge’s fun side, while we learn some impressive facts about CALM’s work too.

It capitalises cleverly on men’s enthusiasm for looking daft for charity (see also: the success of Movember) while highlighting it’s not just for guys – gals are invited to shave family and friends, too. Get trimming!