These speculative ads for Leica operate off of dialectics and subversion. As a globally lauded camera company, no proof is necessary as to Leica’s pedigree. Simple claims of fidelity and quality fall flat. By asserting that only a Leica can transform a blurry picture (often considered the accidental mark of an amatuer) into art, the status of Leica’s cameras is reinforced and promoted in an authentic way.
