Reebok Russia slogan (example): Stop sitting on the needle of male approval, start sitting on men's faces

“The ad caused a scandal and provoked a debate,” read one Russian comment. “That means that it’s a success. This is exactly what the guys wanted.”

USA propaganda techniques don't always spell success in Russian culture.

I like those tights... why can't they make cool looking tights like that for guys?

C'mon Reebok...

manualf150 wrote:

I like those tights... why can't they make cool looking tights like that for guys?

C'mon Reebok...

Maybe they do, but only in Russia?...

The lady in the ad reminds me of the lady in this Russian music video.

https://youtu.be/i63cgUeSsY0

What does 'Be More Human' possibly mean in the first place?

I mean, aren't people 100% human already?

I'm trying to be mad about women talking about sitting on a man's face, help me out here... Struggling to find the outrage angle

Russian bear . wrote:

The lady in the ad reminds me of the lady in this Russian music video.

https://youtu.be/i63cgUeSsY0

Nice video! Thank you very much for this.

A representative from Reebok’s international department has distanced the sportswear giant from the controversial Russian ‘sit on a man’s face’ ad, saying that it doesn’t reflect the company’s philosophy and values.

Talking to Govorit Moskva, Reebok spokesperson Daniel Sarro stressed that controversial slogans which had outraged public opinion in Russia had not been coordinated with the company’s governing office.

Sarro said the company had cut ties with Alexander Golofast, the PR manager who created the scandalous slogans, emphasizing that his comments didn't reflect the views of his employer.

https://www.govoritmoskva.ru/news/188512/

"Reebok gave the floor to girls who have something to say and who are not shy about being themselves," Reebok explained in an Instagram post. "Unfortunately, after the publication of some pictures, it became clear that part of the content cannot be published."

Golofast was incensed by the reversal, resigning in protest. Reebok had displayed "disrespect for itself," Golofast said. "It signed up to this, approved all the quotes, was even delighted with how bold and interesting and in line with the global strategy to do something bright and unusual," he told EuroNews.

https://www.independent.co.uk/news/world/europe/reebok-russia-advert-women-sit-faces-controversy-men-a8775146.html

https://www.euronews.com/2019/02/08/reebok-russia-stirs-controversy-with-face-sitting-slogan-in-feminist-ad-campaign

C-uck wrote:

I'm trying to be mad about women talking about sitting on a man's face, help me out here... Struggling to find the outrage angle

Russian PR manager Oleg Voronin has filed a lawsuit against Reebok Russia, claiming that the controversial “face-sitting” ad promotes “destructive ideas” and undermines moral principles.

Voronin who is himself the head of a PR company called Glavpiar, stressed in his lawsuit that the kind of promotion used by Reebok badly impacts the entire PR market, making customers associate “shock advertising” with something vulgar and indecent. Now he is seeking for a monetary compensation of 200,000 rubles ($3,000) for emotional distress caused by the advertisement.

“First of all I think it’s too much to use toilet humor in promotional campaigns,” Voronin said. “I have been cooperating with various companies, using 'shock advertising,' but even the most provocative ad we have created is nothing in comparison with the Reebok campaign. I think there should be some limits for promotional ads.

“Despite disliking the ad, as a PR specialist I cannot reject that it stimulates sales growth,” he said. “It’s a common knowledge that big companies turn even bad news into profit. Dealing with black PR [i.e. negative campaigning] I can say that it’s possible to slow down sales process, but you can never kill a brand. People forget news very fast.

“Customers will forget about the scandal, and they will only remember that the brand was widely discussed in the media. So, I’m not surprised that Reebok sales grew,” Voronin added.

“To sit on a man’s face… what does it mean? Being a 34-year-old man I didn’t get the message at first. This is low-level advertising aimed at some strange category of customers. Will they promote BDSM next? To discuss who will sit on a man’s face is definitely not the level of a big brand,” he said.

It’s impossible that the campaign was not coordinated and approved by Reebok’s international department. They are making 1,000 amendments and approvals before releasing anything. Just when they started facing critics triggered by the controversial ad, Reebok management quickly distanced themselves from the scandal saying they were not aware of the concept. They backpedaled throwing the PR manager who had masterminded the ad under the bus. This is very typical for giant brands,” Voronin said.

“I’m not sure they will pay me a compensation worth of 200,000 rubles, but at least I expect Reebok will apologize and come into agreement with me. But I think it will be a clear message to them that there should be some limits in promotional ads,” he said.