Stunning Leica ad recreates 100 years of photography

When it comes to photography, there are few brands that have quite as much pedigree as Leica, and it knows that too. Small wonder then that the German company felt secure enough to deliver an ad claiming, at least some, responsibility for history’s greatest photographs.

The ad, which does a stunning job of recreating those iconic images, was made to celebrate the company’s 100th birthday. The rationale behind it is pretty interesting too. Essentially, because Leica made the camera mobile, it enabled all those great shots to happen. As the narrator tells us, “the most iconic images in history, even the ones that weren’t taken with a Leica, were taken because of a Leica.”

“We didn’t invent photography, but we invented photography,” he adds in a line that will surely make agency copywriters around the world slam their fists in rage for not coming up with it first.