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Anti-capitalist icon Ernesto “Che” Guevara, who with Fidel Castro led Cuba’s 1959 revolution, is now leading an advertising campaign for the spicy version of Smirnoff vodka, according to AP INTERNATIONAL. The use of Che’s famous portrait to sell booze has outraged the man who took it, photographer Alberto Diaz Gutierrez, who has filed suit against the agency responsible for the ad.

The well-known image of Guevara, which has for years graced countless T-shirts and posters to inspire a new generation of would-be revolutionaries, is now seen superimposed over a hammer and sickle motif, with a chili pepper replacing the sickle.

Gutierrez has never previously claimed a copyright, but said he is appalled at the company’s trivializing of the historical icon. The claim, filed with London’s High Court, is scheduled to be heard in September.

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DEMOCRACY DOES NOT EXIST...

without free and fair elections, a vigorous free press, and engaged citizens to reclaim power from those who abuse it.

In this election year unlike any other—against a backdrop of a pandemic, an economic crisis, racial reckoning, and so much daily bluster—Mother Jones' journalism is driven by one simple question: Will America move closer to, or further from, justice and equity in the years to come?

If you're able to, please join us in this mission with a donation today. Our reporting right now is focused on voting rights and election security, corruption, disinformation, racial and gender equity, and the climate crisis. We can’t do it without the support of readers like you, and we need to give it everything we've got between now and November. Thank you.

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