The World's Biggest Shave by Gillette features a massive mural of Yankees baseball player Derek Jeter's face in the heart of SoHo New York. The billboard gets repainted daily to reflect the various stages of a man's shaving regime. The project has a three-day cycle and will end on March 6th, 2011 for the start of spring baseball training. The billboard requires ten gallons of paint to cover Jeter's 20-foot face.
Gillette picked Jeter for The World's Biggest Shave because he always has a cleanly shaven face and is rarely ever seen with stubble. The project was created by BBDO New York and the painting is done by Colossal Media. The World's Biggest Shave is a great campaign for Gillette and will no doubt attract the attention of people passing by. The billboard's tagline reads "Everyday masterpiece."
What's Driving This Trend
- Guerilla Advertising
- Massive shaving murals are a unique, attention-grabbing way to market a product and could be expanded into other industries.
- Daily Interactive Campaigns
- Repainting the mural daily could become a trend in interactive advertising and create more interest and engagement with consumers.
- Athlete Endorsements
- Using well-known athletes known for their clean-shaven look, rather than traditional models, could become a trend in advertising personal care and grooming products.
Who This Affects Most
- Personal Care
- Creating interactive campaigns and guerilla advertising through murals could be a way for personal care products to increase consumer engagement and brand awareness.
- Professional Sports
- Using athlete endorsements in advertising campaigns, particularly those known for their attention to personal grooming, could become a more common trend in professional sports.
- Outdoor Advertising
- Mural advertising could become an increasingly popular form of outdoor advertising, particularly for brands wanting to create a unique, interactive campaign for consumers.
