Canadian retailer Harry Rosen used a novel approach in choosing models for its newest ad campaign. Rather than go for chiseled-jawed, bubble-brained types, the marketers chose four Canadian business leaders to be shot for the campaign. Those businessmen then turned around and donated their fees to charity. The campaign's resulting in some nice PR for Rob Guenette, Taxi's CEO. He's the one all the way on the left, wearing Tom Ford. He's flanked by Roger Martin, dean of the Rotman School of Management, Robert Deluce, president-CEO of Porter Airlines, and Matthew Corrin, founder and CEO of the Freshii restaurant chain.
The ads are appearing in major newspapers across Canada and online. Mr. Guenette, a longtime Harry Rosen customer, donated his fee—dollar figure undisclosed-- to Covenant House.