BBDO New York, on behalf of our client Gillette, is in the process of staging the world’s biggest shave on the world’s biggest stage – New York City. We have produced a painted billboard in the heart of SoHo that features Yankees star Derek Jeter. It is being repainted daily to reflect various stages of men’s grooming e.g., Jeter 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. It’s part of Gillette’s ongoing efforts to demonstrate the outstanding performance of Gillette’s grooming regimen (or as the copy says, “Everyday masterpiece”).

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