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Gillette: World’s Biggest Shave

Advertising Agency: BBDO, New York, USA

Chief Creative Officer: David Lubars

Executive Creative Director: Toygar Bazarkaya

Creative Directors: Raj Kamble, Paul Vinod

Production Company: 24DP

Director / Editor: Adam Witten

Producer: Chelsea Tillet

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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”). The billboard itself requires ten gallons of paint, as Derek Jeter’s face is about 20 feet wide, and the two painters have more than 45 years’ experience between them painting billboards.