1 March 2011
New York Yankees captain Derek Jeter's chiselled chops are shaved in real-time whilst covering the entire wall of a building in New York's SoHo district
Ok, so to be precise it is not actually the bat-swinging supremo himself, but rather a lovingly crafted mural - approximately 20 feet wide - which can currently be seen on the SoHo wall. It was masterminded by BBDO New York for itsGillette client (one of Jeter's sponsors) and is being carefully repainted every day to emulate a typical male shaving cycle.
Each morning a pair of billboard painters from Colossal Media (with over 45 years' experience between them) take to a platform which is winched level with the sportsman's gigantic mug. On day one, they carefully paint some light stubble; on day two, this is prepped/covered by shaving foam and on day three he is shown once again sporting his famously clean-shaven face. The platform (which sits below the billboard when not in use) features the campaign tagline 'Everyday Masterpiece'.
Anyone fancy seeing a UK version with Wayne Rooney's bonce plastered across a tatty building in Shoreditch? Thought not.