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 alone through the streets at night while wearing headphones.
Women’s rights groups have pointed out that Ashling Murphy, 23, was killed during a January run in Tullamore, Ireland.
Jamie Klingler, co-founder of women’s safety group Reclaim These Streets, tweeted about the announcement saying it was “deaf”, adding: “I wish I could run any time of day or night. fearless night, but that is not the reality of my experience.”
Women’s running Editor-in-chief Esther Newman said in a statement that the campaign shows “how big brands, advertisers and the media think of us. [women] running – that we are empowered and in control of”.
She continued, “And because that’s what they think, that’s what they post, and then it becomes a belief that’s saturated in the national consciousness. It doesn’t show heckling, bullying, abuse, violence, murders.
A Samsung spokesperson said: “The ‘Night owls’ campaign was designed with a positive message in mind: to celebrate individuality and the freedom to exercise around the clock.
“We never intended to be insensitive to ongoing conversations about women’s safety. As a global company with a diverse workforce, we apologize for how this may have been received.”
Campaign has contacted Ogilvy for comment.