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Here’s Reebok Russia's NSFW ‘Feminist’ Ad That Got A Bit Too Much Attention

If the point of a recent Reebok Russia "feminist" ad was to make international news, it was a massive success. If it was to actually promote female empowerment — or the marketing director's career — it missed the mark.

In the most over-the-top, self-styled "feminist" ad by a major company in the history of feminist ads and major companies, Reebok Russia's marketing director Alexander Golofast decided it was time to get a little "not safe for work" for the sake of empowering women, or something.
In a since-pulled advertisement that's prompted reports from outlets all over the globe, Reebok Russia encouraged women to "Sit not on the needle of men's approval – sit on men's face." No really.
The slogan was created by Zalina Marshenkulova, founder of the feminist Women's Power Telegram channel, who also had a cameo in the promotion, the Independentreports. But it's Golofast who's become the focus of much attention after he resigned from the company due to its handling of the ad.
After blowback, including from feminists who were apparently not so inspired by the sexually charged advertisement, Reebok Russia pulled it and re-released a version without the controversial quote. The wild advertisement, corporate said, was "local execution" of their empowerment campaign gone wrong.
The aborted Russia ad was a part of Reebok's #BeMoreHuman "women empowerment" campaign, with Russia's hashtag iteration aptly translating to "#OutOfControl," the New York Post reports. The campaign includes Russian models, some female mixed martial arts fighters, and a jiu jitsu champ. In one image featuring MMA fighter Justyna Graczyk, she declared, "I covered my nipples so that you don’t cut yourself."
"This execution of our ‘Be More Human’ campaign, which was pulled as soon as we were made aware of it, was not authorized by Reebok," a company spokesperson said. "The overall campaign, however, will continue as planned."
"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.
"In this slogan, there are two parts: approval and pleasure," he explained. "The first part calls for being yourself, and the second part calls for people to give each other pleasure. This is the most positive quote that is the best to reflect the image of a modern woman, who not only spits on stereotypes but also a woman who goes into the world with a positive agenda."
Just to be clear: that positive agenda is to "sit on men's face."
As proof that the advertisement was a "huge success," Golofast pointed to all the attention his former employer is now getting, something he noted has never happened on this scale for Reebok Russia. "I’m just ashamed that I look so ridiculous," he said.
As for the author of the now famous line, the Independent notes that she's been having some fun mocking the outrage while pushing radical feminism on social media. "God, save Russia from me and from cunnilingus," she wrote on Facebook. "We live in a world where advertising is a zone of chauvinism and in every second woman is used as bait."

2 comments:

  1. how much do reebok shoes cost? it is a wonder that anybody buys them at all.

    ReplyDelete
  2. its getting hot in here. https://www.youtube.com/watch?v=N6sHqsMYlAM

    ReplyDelete