Leica 100 years!
Leica Recreates 35 Famous Photos to Celebrate a Century of Photography Taking plenty of credit 100 years after its first camera
Not every famous photograph was taken with a Leica. But they were all taken thanks to Leica.
The German camera brand(link is external) on Wednesday unveiled this incredible new ad from Brazilian agency F/Nazca Saatchi & Saatchi(link is external) celebrating the 100th anniversary of the first Leica camera and the opening of Leica Gallery São Paulo in November. And the message it conveys is not exactly a humble one.
Leica helped to move photography out from the studios and into real life. And so, in a way, it made possible every photo you’ve ever seen that captures real, unscripted, unposed life. To celebrate this, the two-minute spot recreates some 35 famous photos of spontaneous moments—and it does so delightfully and beautifully.
There are echoes here of Grey London’s «Icons» spot(link is external), though the Leica spot is less of an elaborately structured set piece. But it’s a triumph all its own—a spot that visually pays off its grand statement and, remarkably, stands as a pretty damn good tribute to every photo ever taken in the past 100 years.