There has been plenty of talk about the potentially explosive impact of tower blocks in East London during the Olympics, but P&G has put them to good use by turning them into giant outdoor ads for its Gillette brand. The ads, featuring Sir Chris Hoy and other athletes, span 1,620 sq m and are being billed as the biggest single viewed ad opportunity in the UK. “Our agency teams have delivered a masterpiece,” said brand manager Jared Regan.