Che kids say, "no more Che-vertising."
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Two of the children of iconic Marxist revolutionary Che Guevara said yesterday that the proliferation of their father as a global super-brand is "embarrassing." Che's likeness has been used to sell everything from British vodka to Swiss cell phones to American fashion shows.
"We don't want money, we want respect," said Aleida Guevara, a physician, and the eldest of Che's four children.
Here's a recent ad example that's a little more respectful: Sanitas, Spain's largest healthcare company, used this stencil art image of Che, his wife and one of the children to promote their family plan. Hey, being exploited to sell socialized medicine beats Photoshopping Ray-Bans on his face. And anyway, repeatedly exploiting historic iconic imagery is what we do best in adland! Right 9/11, 9/11, 9/11, Iwo Jima, Iwo Jima, Iwo Jima? (image via)