Samsung comes under fire after running an ad for the Galaxy Watch 4 and Galaxy Buds 2. It shows a woman running alone overnight in a city as the women’s safety debate rages. The South Korean giant has since decided to apologize.
Samsung’s latest ad is far from unanimous, even pushing the company out of its reserve to apologize. Under dispute ? The decision to direct a woman running alone in the night in a city.
Posted on accounts in different countries in recent weeks, the ad has finally reached Samsung’s homepage. It shows a woman who decides to run at midnight, at 2:00 am, on the streets of London. The short sequence which we found and posted below, wanted to praise the features of Samsung’s latest connected products. We can also see Galaxy Watch 4 and Galaxy Buds 2 headphones.
The brand emphasizes the ease of use and the ability to leave your smartphone at home, to go and play sports. However, it is not what has caught the attention of many women, as the BBC explains. Indeed, the voices for denounces the character “unrealized” such publicity. This is the case with Esther Newman, editor of the magazine and podcast Women’s runningwho claims that this ad “It does not represent the truth”.
Do women work at Samsung? »
“Women are not running at the moment because they are very scared »explains to BBC Radio 1. And to add: “It’s really shocking. I do not know any woman who runs at 2:00 in the morning. Definitely not in the city “. Esther Newman also complains about the production of this ad and the desire to highlight a woman running with headphones. “Wearing headphones is a controversial point. “Most of the women I know who run do not wear headphones, even during the day, because they are worried about their safety.”, she adds. A speech shared by many users on social networks. who denounces the sequence and regrets not facing this social problem.
I just saw a Samsung ad where a woman gets up at 2 in the morning and then goes for a run, in the dark, alone, with her ear buds inside. Does any woman work at Samsung?
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Caused throughout the Channel, the controversy escalated after a tragic incident in January. Ashling Murphy, a 23-year-old teacher, was killed on Wednesday, January 12 while jogging. This genocide has been revived discussions on women’s security. A 2019 Runners World survey found that 84% of women were harassed during a run, according to The Verge. In contrast, 70% of men did not. In addition, 94% of women surveyed said they had not been helped when they were harassed.
Samsung reacts and apologizes
Under fire from critics, Samsung reacted quickly apologizing. The brand assures that it had no purpose “Not to be sensitive to discussions on women’s security”. “We apologize for the inconvenience […] “The Night Owls campaign was designed with a positive underlying message: ‘Celebrate individuality and freedom of exercise at all times.’.
Finally, and contrary to what Samsung suggests, it is not always so “simple” to run with your watch. Sometimes it is necessary to configure the SOS function of your watch. as well as activating certain functions before going for sports. On the Samsung Galaxy Watch 4 and the Apple Watch, we can mainly think of locating or making emergency calls. It may also be necessary to have a watch compatible with a mobile connection to be less dependent on your smartphone.