Sit with needle male approval (#Newsacadamy) meme with a tagline of Reebok in Russia. Advertising campaign #Newsacadamy and especially the slogan «Move the needle on male approval male face» caused a big scandal, they began to imitate.
The Russian branch of the February 7, Reebok introduced a promotional campaign #Newsacadamy. In the promo starred the champion of Europe on wrestling Angelica Pilaeva, MMA fighter Justyna Graczyk and the Creator of Telegram-channel «Female power» Zalina Marshenkulova.
In instagram brand photos heroines with slogans, particular attention was drawn to a photo Salini Marshenkulova with the call to «Move the needle on male approval male face».
Advertising almost immediately began to discuss in social networks and to criticize. On the evening of 7 February, all the controversial posts from instagram Reebok was removed and replaced by a more neutral. This is explained by the «age policy social network».
But advertising continued to discuss. Zalina Marshenkulova said that it was she who coined the phrase «Move the needle on male approval male face» and a representative of Rebook himself came to her and offered to participate in the campaign.
The author of the campaign #Newsacadamy Alexander golofast told that everything had been agreed with management, including the CEO of Reebok in Russia. After the scandal golofast does not intend to work more with the brand.
According to Golofast the slogan «Move the needle on male approval male face» was a call for men to «loosen up and break the stereotypes together with a strong women», because «most men are very shy perceive the topic of cunnilingus».
8 February hype around the ad reacted rapper Oxxxymiron, who is the face of Rebook in Russia.
Meme «Sit with needle men’s approval» makes fun of bad advertising Rebook, which was to carry the ideas of feminism. Users of social networks and the brands parodied the phrase «Move the needle on male approval male face» and offer to change to something else, depending on context. Also parody the poster, replacing it Marshenkulova the other characters.