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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