Conghaileach
11th March 2003, 03:22
NY Times
Guerrilla Marketing
By ALEXANDRA MARSHALL
You've seen his picture before -- gazing sternly, wistfully, from under a military beret, the hard countenance softened only by a Jesus-like scruff and tousled ebony waves. If media legend is to be believed, the image -- taken by the former fashion photographer Alberto Korda -- is the most reproduced in the world. But it doesn't belong to Elvis, James Dean or John Lennon. It's of Ernesto Guevara, better known as Che, the Argentine doctor turned guerrillero who died in a Bolivian jungle 36 years ago trying to wage a revolution akin to the one he had led in Cuba with Fidel Castro.
In the ensuing decades, Guevara has hardly been confined to the dustbin of history. Two major movies (one with Gael Garcia Bernal, the heartthrob of ''Y Tu Mama Tambien,'' the other with Benicio Del Toro) are in the pipeline, and in the past year alone Guevara's gorgeous mug has been spotted everywhere, from demonstrations in Florence to the runways of S-o Paolo, where the Brazilian swimwear label Cia.Maritima sent Gisele Bundchen down the runway in a Che bikini.
Full Story (http://www.nytimes.com/2003/03/09/magazine/magazinespecial/MFCHE.html?tntemail0)
Guerrilla Marketing
By ALEXANDRA MARSHALL
You've seen his picture before -- gazing sternly, wistfully, from under a military beret, the hard countenance softened only by a Jesus-like scruff and tousled ebony waves. If media legend is to be believed, the image -- taken by the former fashion photographer Alberto Korda -- is the most reproduced in the world. But it doesn't belong to Elvis, James Dean or John Lennon. It's of Ernesto Guevara, better known as Che, the Argentine doctor turned guerrillero who died in a Bolivian jungle 36 years ago trying to wage a revolution akin to the one he had led in Cuba with Fidel Castro.
In the ensuing decades, Guevara has hardly been confined to the dustbin of history. Two major movies (one with Gael Garcia Bernal, the heartthrob of ''Y Tu Mama Tambien,'' the other with Benicio Del Toro) are in the pipeline, and in the past year alone Guevara's gorgeous mug has been spotted everywhere, from demonstrations in Florence to the runways of S-o Paolo, where the Brazilian swimwear label Cia.Maritima sent Gisele Bundchen down the runway in a Che bikini.
Full Story (http://www.nytimes.com/2003/03/09/magazine/magazinespecial/MFCHE.html?tntemail0)