Harry Rosen has shifted its focus from celebrity endorsers to regular customers in its latest advertising campaign.
The menswear retailer’s “Made-to-Measure” campaign, which spotlights the wares of clothing manufacturer Coppley, consists of print, out-of-home and online executions. The creative features Mark Satov, founder of Satov Consultants and a Harry Rosen customer, wearing a patterned grey suit in a crowd of men wearing identical black suits.
Harry Rosen typically relies on well-known pitchmen from the entertainment, sports and business fields for its ads. But in a time of economic uncertainty, a successful but less famous businessman serves as a more relatable model, said company CEO and chairman Larry Rosen.
“We thought this would be a great season to go back to real people,” said Rosen, who points out that the retailer had used non-celebrity models in the 1990s. “We really felt like this was a time to feature confident, successful businessmen. Real, hard-nosed businessmen who are out there in the trenches and leading.”
This emphasis on everyday businessmen will continue in executions for Harry Rosen’s spring campaign, he added.
The ads were designed by Grip Ltd. partners Bob Goulart and David Hamilton, whose working relationship with Harry Rosen is independent of the agency.
The campaign has been running in Canada’s seven largest media markets for the past two weeks.
