Not every famous photograph was taken with a Leica. But they were all taken thanks to Leica.
The German camera brand on Wednesday unveiled this incredible new ad from Brazilian agency F/Nazca Saatchi & Saatchi 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.
The spot is best watched at full screen. May also be NSFW due to brief nudity.
There are echoes here of Grey London's "Icons" spot, 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.
CREDITS
Client: Leica Gallery São Paulo
Agency: F/Nazca Saatchi & Saatchi
Spot: "100"
Product: Leica Institucional
Executive Creative Director: Fabio Fernandes | Eduardo Lima
Head of Art: João Linneu
Creatives: Bruno Oppido | Romero Cavalcanti | Thiago Carvalho | João Linneu
Agency Producer: Victor Alloza
Account Management: Marcello Penna | Melanie Zmetek
Media: Fábio Freitas | Gabriela Guedes
Planning: José Porto | Guilherme Pasculli
Production Company: Stink
Direction: Jones+Tino
Producer Designer: Daniela Calcagno
Director of Photography (DOP): Bjorn Charpentier
Executive Producer: Cecília Salguero | Maria Zanocchi
Editor: Jones+Tino | Danilo Abraham
Line Producer: Victoria Martinez
1ad: Santiago Turell
Location Manager: Lucia Sánchez
Producer Designer: Daniela Calcagno
Stylist: Alejandra Rosasco
Postproduction: Casablanca Effects
Sound Studio: Satélite Áudio
Production: Equipe Satélite
Maestro: Equipe Satélite
Account Management: Fernanda Costa | Marina Castilho
Voiceover: Nick Brimble
Client Approval: Luiz Marinho | Anna Silveira