In partnership with BBDO and Mediavest, Colossal has created "The World's Biggest Shave" for Gillette. The process takes famed Yankees shortstop, Derek Jeter, through his ritualistic shaving cycle which he uses to maintain his consistently clean-shaven face. Over a three day cycle the public views the all-star ball player achieve what Gillette calls it’s “Everyday Masterpiece”.
The cycle, which lasted for a duration of three days, and was repeated over three weeks, begins it’s first day with an image of Jeter sporting a five o’clock shadow. On day two the image progresses to Jeter being painted with a foamy lather over his twenty-foot wide mug. On the last day of the of the three-day-cycle Jeter is cleanly shaven and unveils his devastatingly handsome, perfectly shaven face.
Over the course of the three weeks a time-lapse video was filmed and has since received over 300,000 hits on YouTube. The campaign also received notable press from Adweek, Mediabistro and several other influential media outlets and fanatical sports blogs.