Ida Axling
May 2, 2022

Samsung apologises after running ad sparks backlash

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

Samsung apologises after running ad sparks backlash

Samsung has apologised after its recent ad campaign for its Galaxy fitness watch, which shows a woman going for a run at 2am, was heavily criticised 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, co-founder 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”.

She continued: “And because this is what they think, this is what they publish, and then it becomes a belief that is saturated in the national consciousness. It doesn’t show the heckling, the intimidation, the abuse, the violence, the killing.”

A spokesperson from Samsung said: “​​The ‘Night owls’ campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours.

“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.

Source:
Campaign UK

Related Articles

Just Published

12 hours ago

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.

12 hours ago

Women to Watch 2025 is now open for entries

Our annual list celebrates outstanding women across Asia Pacific who excel in business, leadership and industry contributions through their work, dedication and passion.

13 hours ago

Retail media in ANZ is maturing beyond performance ...

Mars United Commerce's annual report reveals that retail media brings powerful new capabilities that have led to a sophisticated, brand-building channel for advertisers.

13 hours ago

Droga5 names Tara Ford London CCO as global ...

During her time as CCO of Droga5 ANZ, Ford has led award-winning campaigns including for the Tuvaluan Government and Sydney Opera House's "Play It Safe”—which received the Cannes Lions Film Grand Prix in 2024.