No umbrella and the rain is pouring?

I took that photo but I kind of stole the scene. 10 meters to the right the fire brigade is producing some nice rain. The soaked man in the suit is a hired model. Above me in a crane is the photographer Håkan Ludwigsson (Conde Nast Traveller) working.

The whole thing added up as an advertising for Göteborgs Posten  (on his head) the biggest newspaper in Gothenburg.