Samsung apologizes after running ad sparks backlash

The campaign, which was created by Ogilvy New York, features a woman running alone at night.

Samsung's ad received criticism from women's safety groups.

Samsung has apologized after its recent ad campaign for its Galaxy fitness watch, which shows a woman going for a run at 2 a.m., was heavily criticized on social media.

The campaign was created by Ogilvy New York and features a woman jogging through the streets alone at night while wearing earphones.

Women’s right groups have pointed out that 23-year-old Ashling Murphy was killed on a run in January in Tullamore, Ireland.

Jamie Klingler, cofounder of women’s safety group Reclaim These Streets, tweeted about the ad saying it was “tone deaf," adding: “I wish I could run any time of day or night without fear, but that is not the reality of my experience.”

Women’s Running editor Esther Newman said in a statement that the campaign shows “how big brands, advertisers and the media think about us [women] running – that we are empowered, and that we are in control."

"Because this is what they think, this is what they publish, and then it becomes a belief that is saturated in the national consciousness," she said. "It doesn’t show the heckling, the intimidation, the abuse, the violence, the killing.”

“​​The Night Owls campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours," said a Samsung spokesperson. “It was never our intention to be insensitive to ongoing conversations around women’s safety. As a global company with a diverse workforce, we apologise for how this may have been received."

Campaign has contacted Ogilvy for comment.

This story first appeared on 

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in