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."