Dani Alves' response to a fan throwing a banana at him during Barcelona's trip to Villarreal on Sunday drew huge praise from the football world.
Alves barely broke his stride, but picked up the banana, took a bite from it, and continued with the corner.
Later, his Brazil and Barcelona teammate Neymar started a #weareallmonkeys tag in support of his friend (#somostodosmacacos in Portuguese, his native language).
And it has caught on amongst the Brazil team and beyond, a positive message as a serious issue is thrown into focus.
Here are some of the shows of support.