吉列：世界最大剃须活动

文/vivi

世界最大规模的剃须活动近日在世界最大舞台——纽约城热闹上演，“被主演”的是美国职棒大联盟选手、纽约洋基队队长基特（Derek Jeter）。

SoHo 中心的巨型广告牌上有基特的形象特写，每天，随着工人们的辛勤劳动，这个形象不断变换：长胡子的基特，涂满刮胡泡的基特——终于，大家喜闻乐见的下巴精光的基特。这个简单却费力的剃须过程在几天内不断循环上演。

这算不算超大型的行为艺术呢？

BBDO New York, on behalf of our client Gillette, is in the process of staging the world’s biggest shave on the world’s biggest stage – New York City. We have produced a painted billboard in the heart of SoHo that features Yankees star Derek Jeter. It is being repainted daily to reflect various stages of men’s grooming e.g., Jeter with rarely seen stubble, then with shave prep, and finally with his famously clean-shaven face. The three-day cycle began on Wednesday, February 16 and will be repeated through Sunday, March 6. It’s part of Gillette’s ongoing efforts to demonstrate the outstanding performance of Gillette’s grooming regimen (or as the copy says, “Everyday masterpiece”). The billboard itself requires ten gallons of paint, as Derek Jeter’s face is about 20 feet wide, and the two painters have more than 45 years’ experience between them painting billboards.
Advertising Agency: BBDO, New York, USA
Chief Creative Officer: David Lubars
Executive Creative Director: Toygar Bazarkaya
Creative Directors: Raj Kamble, Paul Vinod
Production Company: 24DP
Director / Editor: Adam Witten
Producer: Chelsea Tillet

The Outdoor Advert titled World’s Biggest Shave was done by BBDO New York advertising agency for product: Gillette (brand: Gillette) in United States. It was released in the Feb 2011. Business sector is: Toiletries & pharmaceuticals.