Gillette is staging a giant virtual shaving exposition in Soho in New York. The company erected a giant billboard featuring a likeness of Derek Jeter's face in profile with a stubble.
The billboard
gets refreshed daily to reflect a shave prep, the shave, and then his clean shaven face. The three-day cycle will be repeated through March 6 as part of the company's efforts to tout Gillette's
grooming regimen as an "Everyday masterpiece."
The billboard was conceived by BBDO New York, AOR for Gillette.