New Leica Ad Celebrates Photojournalism

Leica is a well-known camera brand, and today it released a five minute ad that celebrates photojournalism. Called ‘The Hunt’ it shows all of the stress, fear, drive, and life-threatening situations photojournalists face as they tell their stories. It was created by Brazilian agency F/Nazca Saatchi & Saatchi. We see scenes of an oppressive regime in China, an African warlord, conflict in the Middle East, and more. Although the photographers in the ad aren’t real, they do represent conditions that can happen in the real world.