Creativity

Gillette: World's Biggest Shave

Jeter's giant grooming session

Published on Feb 25, 2011

Editor's Pick

A giant billboard in the heart of SoHo features Derek Jeter in what Gillette is calling The World’s Biggest Shave. The billboard is being repainted daily to reflect various stages of men’s grooming; the Yankees star with rarely seen stubble, then with shave prep, and finally with his famously clean-shaven face. The three-day cycle began on Wednesday, February 16 and will be repeated through Sunday, March 6 (to coincide with the start of spring baseball training) The billboard itself requires ten gallons of paint, as Jeter’s face is about 20 feet wide.

Created by BBDO New York, with the murals painted by Colossal Media, it is aimed at demonstrating the performance of Gillette’s grooming regimen; the billboard also features the strapline 'Everyday masterpiece'.

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Credits

Date
Feb 25, 2011
Agency:
BBDO New York
Chief Creative Officer:
David Lubars
Client:
Gillette
Creative Director:
Raj Kamble
Creative Director:
Paul Vinod
Production Company:
24DP
Director/Editor:
Adam Witten
Producer:
Chelsea Tillet
Mural Painting:
Colossal Media

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