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Old Leica M4 Ad Upsells its Lack of Technology

For an advertisement made (probably) in the Seventies, this Leica M4 ad's selling points still hold true for analogue lovers like us. Have a look!

Photo from Leica Diaries

Some vintage camera ads sound so ridiculous nowadays, but this one for Leica’s then flagship camera, the M4 rangefinder, is interestingly relevant to our current interests. You’d think that technology would have rendered their ads irrelevant, but this one in particular stands the test of time, as it focuses on the timelessness a fully manual camera can offer.

No electricity, no photocells, no indicators… the camera instead focuses on the consumer, particularly “those of you who prefer to do your own thinking, your own creating.” It’s funny that more than 40 years have passed since the introduction of the M4, and this ad still strikes a chord with analogue aficionados like you and I. A clever piece of advertising, wouldn’t you say?

written by cruzron


  1. segata


    I wouldnt want a Leica any other way, pure mechanical perfection.

    about 1 year ago · report as spam
  2. jvujnovi

    Sometimes you just have to get back to the basics.

    about 1 year ago · report as spam