Almost all advertising models can be described as "rare" in that they were made in small batches for the companies/products they were advertising for. That doesn't make them particularly valuable or sought after necessarily, but in the strictest definition it could be considered rare.
This knife looks to date from at least 1984, possibly later. I can't see if there is a can key on the Phillips, nor can I make out the front tang stamp or whether this model has a 2.4mm tang or 2.0mm one, all features which would help date it better.