Real guerilla marketing

Facts matter: Sign up for the free Mother Jones Daily newsletter. Support our nonprofit reporting. Subscribe to our print magazine.


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.

WE'RE TAKING A SHORT BREAK…

from the big banner at the top of our pages asking for the donations that make Mother Jones' nonprofit journalism possible. But we still have upwards of $300,000 to raise by June 30, whether we get there is going to come down to the wire, and we can't afford to come up short.

If you value the reporting you get from Mother Jones and you can right now, please join your fellow readers who pitch in from time to time to keep our democracy-advancing, justice-seeking journalism charging hard (and to help us avoid a real budget crunch as June 30 approaches and our fiscal year ends).

payment methods

WE'RE TAKING A SHORT BREAK…

from the big banner at the top of our pages asking for the donations that make Mother Jones' nonprofit journalism possible. But we still have upwards of $300,000 to raise by June 30, whether we get there is going to come down to the wire, and we can't afford to come up short.

If you value the reporting you get from Mother Jones and you can right now, please join your fellow readers who pitch in from time to time to keep our democracy-advancing, justice-seeking journalism charging hard (and to help us avoid a real budget crunch as June 30 approaches and our fiscal year ends).

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate