The Hunt (advertisement)

"The Hunt" is a television advertisement produced by F/Nazca Saatchi & Saatchi for Leica Camera.[1][2][3][4]

The Hunt
AgencyF/Nazca Saatchi & Saatchi[1]
ClientLeica Camera
Running time5 minutes
  • Leica Camera
Release date(s)April 2019
Directed by
  • André H. Saito[2]
  • Cesar Nery[2]


The advertisement depicts several photojournalists in war-torn or politically unstable environments. The main focus is during the 1989 Tiananmen Square protests in Beijing, when a photojournalist is confronted by People's Liberation Army officers at his hotel. After the officers ransack his hotel room, the photojournalist grabs his camera and rushes to another room to photograph the Tank Man from the window.


The advertisement sparked outrage in China, resulting in the Leica brand being censored on Sina Weibo.[5] Leica Camera AG, which has a vital business partnership with Huawei, responded by distancing themselves from the advertisement, claiming it was an unauthorised project that was not commissioned by the brand.[1][2][3][4]


  1. ^ a b c Graham-Harrison, Emma (19 April 2019). "Camera firm distances itself from Tiananmen Square advert". The Guardian. Retrieved 27 April 2019.
  2. ^ a b c d Griner, David (19 April 2019). "Leica Distances Itself From Tiananmen Square 'Tank Man' Ad After Chinese Backlash". Adweek. Retrieved 28 April 2019.
  3. ^ a b c Liao, Shannon (19 April 2019). "Leica censored in China for ad that dramatizes the Tiananmen Square protests". The Verge. Retrieved 28 April 2019.
  4. ^ a b Yang, Yuan (19 April 2019). "China censors ban Leica name over Tiananmen Square video". Financial Times. Retrieved 28 April 2019.
  5. ^ Hillen, Brittany (19 April 2019). "The word 'Leica' is now banned on Chinese social media after controversial 'Tank Man' video". Digital Photography Review. Retrieved 27 April 2019.