Real guerilla marketing

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


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've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

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