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| Alberto Korda with is photograph |
Heroic Guerrilla Fighter(Guerrillero Heroico) photograph take by Alberto Korda,
However, Korda did not want commercialization of the image in relation
to products he believed Guevara would not support, especially alcohol.
This belief was displayed for the first time in 2000, when in response to Smirnoff using
Che's picture in a vodka commercial, Korda claimed his moral rights (a form of copyright law)
and sued advertising agency Lowe Lintas and Rex Features, the company that supplied the photograph.
Lintas and Rex claimed that the image was in the public domain.
The final result was an out of court settlement for USD $50,000 to Korda,
which he donated to the Cuban healthcare system, stating
"if Che was still alive,he would have done the same."
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