The people in New York City saw quite a bit of Derek Jeter over the course of the last two weeks, and it had little to do with the media’s coverage of the Yankees’ spring training and exhibition schedule. Instead, it was the result of a Gillette billboard displayed on the side of a building in the SoHo neighborhood, which depicts a giant portrait of Jeter going through a three-day shaving cycle.
With the help of BBDO, Gillette unveiled what they referred to as “The World’s Biggest Shave.” Beginning with an image of Derek Jeter sporting a five o’clock shadow (Day 1), the image was painted daily, applying shaving cream to the all-star shortstop’s face (Day 2), before unveiling a freshly shaved man (Day 3). This three-day cycle continued until March 6th.
It is a good thing for Gillette that the Yankees resigned the 36-year-old future Hall of Famer during the off-season. I’m not so sure this idea would have worked out quite as well using a baby-faced Alex Rodriguez.
Here is a time-lapse video of the advertisement, along with images of the three-day process above.