Leica Reinvents Photography with New Centennial Commercial

A century of experience has paved the road for Leica cameras – and their obsessive owners – to capture and create some of the most iconic photos in history. No wonder then that the brand would highlight its own influence in the craft of popular photography with its new commercial, created in conjunct with Brazilian creative agency F/Nazca Saatchi & Saatchi. Over the course of a dramatic two minutes, the short piece recreates iconic scenes – Dorothea Lange’s “Migrant Mother,” Bernie Boston’s “Flower Power,” and even Yoko Ono and John Lennon’s intimate portrait by Annie Leibovitz – pitting them against each other in a rolling cinematic timeline not dissimilar to the sequence of a film roll. All this is further underlined by a Leica centennial gallery in Sao Paolo, Brazil, which is set to open in November. For now, enjoy the brand’s “100” commercial above.