Selling men razors and shaving accessories often relies on the fact that it's a rite of passage for men and a symbol of masculinity. That usually means beautiful women, severe cheekbones, and model-grade abdominal muscles. Harry's newly released "A Man Like You" ad doesn't entirely stray from that tradition, but its statement about manhood feels refreshingly modern. The video follows a boy as he teaches a space alien what it means to be a man: how to walk, dress, and of course, shave. In the process, the kid—who's got a mysteriously absent maybe-astronaut father—comes to the realization that, actually, "there's no one way to be a man." The fact that—spoiler alert for a commercial here—the boy appears to be imagining the alien out of grief or longing for dad adds up to a serious tear-jerker of an ending. Razor advertising has maybe never been softer or sweeter than this.

As Ad Age points out, Harry's isn't alone: Gillette has also been shifting gears with its advertisements recently, depicting masculinity and father-son relationships in a softer, more nurturing light. That company drew attention for its "Go Ask Dad" campaign launched for Father's Day in 2016, in which teenage boys asked their dads for advice—you know, instead of going straight to Google. And over the summer, Gillette's "Handle with Care" campaign, which showcases the brand's new assisted shaving razor through a touching father-son story, won six awards at the Cannes Lions festival. If the Harry's spot didn't get you right in the feels, this one will.

It's appropriate to watch all advertising with a critical eye, particularly when it plays on masculinity in outdated, frustrating ways. But these ads are doing a good job of amplifying timely conversations on boyhood and manhood in an elegant way. We'll take this over bro jokes any day.

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