Ad of the Day: Leica Recreates 35 Famous Photos to Celebrate a Century of Photography

Taking plenty of credit 100 years after its first camera

Headshot of Tim Nudd

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 ad 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.


Client: Leica Gallery São Paulo

Agency: F/Nazca Saatchi & Saatchi

Spot: "100"

Product: Leica Institucional

Executive Creative Directors: 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: Bjorn Charpentier

Executive Producers: Cecília Salguero | Maria Zanocchi

Editors: Jones+Tino | Danilo Abraham

Line Producer: Victoria Martinez

First Assistant Director: Santiago Turell

Location Manager: Lucia Sánchez

Producer Designer: Daniela Calcagno

Stylist: Alejandra Rosasco

Postproduction: Casablanca Effects

Sound Studio: Satélite Áudio

Production: Equipe Satélite

Account Management: Fernanda Costa | Marina Castilho

Voiceover: Nick Brimble

Client Approval: Luiz Marinho | Anna Silveira

@nudd Tim Nudd is a former creative editor of Adweek.