Che Photographer to Press Claim

H A V A N A, Sept. 8 -- Cuban photographer Alberto Korda, who took a world famous picture of guerrilla hero Ernesto “Che” Guevara, said today he would go to Britain to press a legal claim against alleged misuse of his photo in a vodka advertisement.

Korda is suing two British companies for using the photo inan advertising campaign for Smirnoff vodka two years ago. Thepicture shows the face of the Argentine-born Guevara wearing ablack beret.

The bearded 72-year-old photographer told a news conferencein Havana he was traveling to London next week to take part inan exhibition of Cuban photography.

He said he hoped to be able to give evidence in London inthe legal case he has brought against Lowe Lintas, theadvertising agency that developed the Smirnoff campaign, andRex Features, the company that supplied the photograph.

Smirnoff vodka is owned by British food and beverage firmDiageo Plc.

Photo Used Without Consent

“The judges will have to understand, if they are humanbeings, that I am right,” Korda said, adding the Che photowas used without his knowledge or consent.

He argues in his legal case that the advertising image,which displayed the Guevara picture surrounded by red chilipeppers to sell Smirnoff spicy vodka, trivialized therevolutionary significance and history of Guevara.

“The figure of Guevara is something that cannot beassociated with an alcoholic drink,” he said.

The Argentine doctor, dubbed simply “Che” after acolloquial Argentine expression, was a key figure in FidelCastro’s 1959 Revolution. After serving in Castro’s government,Guevara was killed trying to sow revolution in Bolivia in1967.

Korda, who was being assisted in his legal case by friendsof Cuba in Britain, said that although the controversialadvertisement had already been withdrawn, he was seeking alegal ruling and a financial settlement as a matter ofprinciple.

He said he was not interested in personal gain.