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 repainted daily to reflect a the stubble, the shave, and then his clean shaven face. The three day cycle will be repeated through Sunday, March 6 as part of the company's efforts to tout
Gillette's grooming regimen as an "Everyday masterpiece."
Billboard was conceived by BBDO New York, AOR for Gillette.