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14-AUG-2025 | Leica’s “the think camera” Ad

Author

Dan Bogachek
August 14, 2025

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Leica’s “the think camera” Ad

the “think” camera

This “pro” doesn’t boast electronic circuitry. It doesn’t have photocells to select the area of interest. No little indicators to tell you there’s not enough light. The Leica M4 is strictly for those of you who prefer to do your own thinking, your own creating. And as long as creativity can’t be computerized, we will continue to make it.

In the hands of a discriminating photographer, the M4 is a sophisticated “tool” of endless versatility and speed. A camera so flexible and so fast that it’s only limit is the scope of your imagination and the condition of your reflexes. And with each smooth release of its precision shutter, you are reminded of the M4’s heritage of over five generations of Leitz excellence in optics and instrumentation.

Try the M4 for “feel” at your franchised Leica dealer.

Leica 🏁

  • Repetition on “doesn’t” to draw you in.

  • This is the rare case where the features are the benefits. The camera geeks live for this stuff.

  • Appeal to elite status & identity — “those of you who prefer to do your own thinking,” “discriminating photographer,” “the only limit is the scope of your imagination and the condition of your reflexes.”