Gillette: World’s Biggest Shave

Watch the time-lapse video.

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.

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


CrackerJackWorks's picture
16181 pencils

That's pretty cool...too bad the scaffold didn't have the extra handle bit to resemble a disposable shaver.

Mohsen mohsenian's picture
Mohsen mohsenian
32 pencils

so good

livvy's picture
84 pencils

genius! I wonder what is the return on marketing investment. seems like a huge-budget campaign.

Keeping the right side of your head warm.

Marlus Lau's picture
Marlus Lau
1808 pencils

This is awesome!

Ron Burgundy's picture
Ron Burgundy
1634 pencils

now make one shaving a mans back on a skyscraper

the_lizard_king's picture
1259 pencils

Shaving women pubes might give you the desired results... After all Gillette is into women grooming too.
Shit concept man!

And then GOD said...
Let there be creativity!!!

obviously's picture
3 pencils

Hey great idea guys, I wonder what Mother thinks of it seeing that they've already done it.

Demirci's picture
2 pencils

Printed in 2008

Agency: ALICE BBDO (istanbul)

Client: Gillette (!)

sirvan's picture
29860 pencils

How could they produce this without any research? This has been done before, a lot.



"I love some things, and don't love some other things."

bakamono's picture
1002 pencils

Who cares, if you did not see it here, chances are it would go unnoticed like the other 90% of crappy guerilla and billboard hype trash.

Would have been better if A. Location was not somewhere middle of nowhere. B. Razor shaving his face not some “artist”.

because therefore it is

mmackinven's picture
1608 pencils

Is it me or has Cannes lost it's credibility?

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