Women slam Samsung advert showing woman going for a jog alone at 2amApril 28, 2022
‘Women wouldn’t feel safe doing that!’ Samsung is slammed over ‘tone deaf’ advert showing a female jogger running alone in London at 2am with headphones on
- Samsung criticised on Twitter for an advert showing woman jogging at night
- In the one-minute clip, the woman jogs alone in the streets of London at 2am
- Felt the advert was unrealistic because women don’t feel safe in streets at night
- Samsung told FEMAIL in a statement that the campaign was never meant to be insensitive to ‘ongoing conversations around women’s safety’
A Samsung advert featuring a woman jogging alone at night in London, with headphones on, has been branded ‘tone deaf’ by viewers.
Critics – who claim ‘women wouldn’t feel safe doing that’ – said the one-minute ad plugging the Galaxy Watch 4, Galaxy Buds 2 and the Galaxy SS2 phone was ‘naive’ and ‘insulting’.
The commercial – called Night Owls – sees a sporty woman checking her watch at 2am, before putting in earbuds and heading out into the dark for a night-time jog in the British capital.
Some people on Twitter felt that the advert was unrealistic, claiming women would never feel safe enough to go job by themselves at all hours of the night, with earbuds on.
In a statement, Samsung told Femail the campaign aimed to celebrate individuality and that it was never meant to be insensitive to ‘ongoing conversations around women’s safety.’
A Samsung advert featuring a woman jogging alone at night has been slammed over female safety fears (pictured)
Critics (above) said the one-minute ad plugging the Galaxy Watch 4, Galaxy Buds 2 and the Galaxy SS2 phone and was ‘naive’ and ‘insulting’
In the advert, the woman wakes up at 2am, and decides to go for a job around the streets of London.
She can be seen running down a dark, empty, street as a large owl watches over her, before passing a skateboarder, some clubbers, a ballerina, a security guard, a construction worker and a hoard of other night-time runners.
She then chats with a man on a bike on a deserted bridge.
Throughout the jog she checks her progress with a Samsung smartwatch as a voiceover says: ‘Sleep at night. Run faster. Push harder.
‘Follow the herd. Not for me. I run on a different schedule: mine.’
Reaction: People said the advert did not work and said it looked like the writers had ‘never even met a woman’
But customers suggested how unrealistic and dangerous it would be for a woman to go running through a city at night, wearing earphones.
‘Every time it comes on, I find myself saying “No woman would ever do that”,’ one said.
‘She definitely wouldn’t be smiling about it, or smiling at random strangers on her own, in the dark,’ they added. ‘The writers of that ad have clearly never even met a woman.’
‘My daughter’s first comment “Can’t you just tell a man came up with this advert”,’ another wrote.
‘I’m so staggered by it. It’s just so tone deaf, especially with everything that’s happened lately,’ one said.
In the advert, the woman runs into other female joggers who’ve decided to spend the night running, pictured
Some said a woman would never go for a solo jog at night and wouldn’t be smiling at strangers with earbuds on
‘Don’t get me wrong, I’d love to live in a world where a woman can go running at 2am. But we ain’t there,’ one regretted.
‘What’s she doing engaging with the cyclist on a deserted bridge in the middle of the night? So many issues with this advert,’ another said.
Someone else wrote: ‘With everything that has happened with regards to women’s safety – I feel this advert is in poor taste.’
And one man – called George – wrote: ‘I’m a 6’6 18 stone man living in a relatively safe area and I wouldn’t bloody run at 2am with headphones in.’
It comes after the Government plugged £5million into protecting women’s safety at night last year amid a terrifying spate of drink spiking incidents and the harrowing murders of Sarah Everard and Sabina Nessa.
Both young women were attacked and murdered while walking alone at night.
Would you go for a run in the dark? An aerial shot shows the woman taking isolated routes during her job
The advert shows the jogger high fiving another woman by a construction site during her night-time run
And recent data shows four out of five women felt unsafe walking alone after dark in a park or other open space, while one in two women felt unsafe walking alone after dark in a quiet street near their home.
In a statement, Samsung told Femail: ‘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,’ it went on.
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