Leica released a new commercial to celebrate their 100th anniversary and the opening of Leica Gallery São Paulo in November. The message of the commercial is far from humble, with the tagline, “Not every famous photograph was taken with a Leica. But they were all taken thanks to Leica.” 

The German brand did in fact take photography outside of the studio and into real life. So, Lecia recreated 35 famous photos from history and compiled them into the two-minute spot you see above — quite beautifully done I might add.