With a little creativity, a static medium was transformed into a tremendous interactive piece. Colossal and BBDO captured the attention of New York City by creating “The World’s Biggest Shave” to demonstrate the exceptional performance of Gillette’s grooming products. The process takes Derek Jeter through his shaving routine on the side of a five-story building in the heart of SoHo.
Over a three day cycle, curious commuters and tourists gathered to see the famed Yankees shortstop, known for his clean-shaven face, achieve Gillette’s “Everyday Masterpiece.”
The cycle, which was repeated daily for a month, begins with Jeter sporting a five o’clock shadow — a rare phenomenon. On day two, Jeter’s twenty-foot mug receives an extra ten gallons of white paint, creating a foamy lather. The last day of the cycle shows the all-star ball player cleanly shaven, unveiling his devastatingly handsome, perfectly smooth face.
A time-lapse video was filmed throughout the campaign production, and was soon picked up by press outlets and social media. The stunt drew crowds of New Yorkers intrigued by the live painting process. It soon grabbed the attention of The New York Times, and was featured on male-driven sports channels, generating a combined 23 million impressions.