What a major cock-up! It was reported that Leica Ag got itself into hot water in China because of a five-minute promotional video that bears the catchy title of "The Hunt".
The Hunt follows a Western (aka white) photojournalist in various conflict zones; one of which is inside a Chinese hotel in 1989 as he tries to go outside to document the shooting of student protesters by the army, but is confronted and chased by Chinese soldiers.
Here's the problem...as of 2017, China was Leica's top growth market, and it was planning to open 20 to 30 new stores in the country. Naturally, this advert has given rise to nationalistic outcries from the Chinese public - especially because of its reference to the events of Tiananmen Square - and many have already called for a boycott of its products.
Forgive me for using the crudity, but this can easily develop into a shit storm for the German luxury camera maker. Unfortunately for it as well, many of the Western media have caught on the potential implications of this cock-up, and have written about how China has reacted to it.
Predictably, Leica has tried to distance itself by saying that the ad (which ends with the Leica logo) was "not an officially sanctioned marketing film commissioned by the company". Ridiculous, no? There is simply no way that an advert for Leica would've been released unless its executives have approved it.
Leica no longer makes cameras for photojournalists and/or photographers that work to make a living. Although very well made, its cameras and lenses are too expensive and they lag behind its Japanese competitors in terms of innovation, price and affordability.
Its cameras are for wealthy individuals, socialites, and collectors...and those eager for the "red dot" cachet...akin to wearing designer clothes with labels well in evidence.
And this is why China is such an important market for Leica. It'll be interesting to see how it extracts itself from the mess it created for itself.
And a word to Leica..focus on making cameras, and leave politics and human rights to the professionals.
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