IT House News on April 28th, advertisements of large companies occasionally inadvertently offend the interests of some groups. After all, most creative ads come from agencies, so there may be some issues.
A recent Samsung ad basically does just that. In the video, a woman wakes up at 2am and runs alone on a city street. IT House learned that this is an advertisement customized by Ogilvy New York for Samsung, but it seems that some sensitive issues have caused heated discussions among netizens.
In Samsung’s and advertisers’ philosophies, doing so is fine, but ignoring real-life women’s safety issues has drawn ire from women’s groups and safety campaigners.
The idea behind the ad is simple, to show how Samsung’s latest wearables, the Galaxy Watch 4 and Galaxy Buds 2, can play a role in life, allowing people to “seek their health on their own schedule.”
But the problem is that the premise seems a little lost to the target audience of “women,” who feel the ad ignores the safety challenges they face.
Women’s safety group Reclaim These Streets called the ad “meaningless”, especially after Ashlyn Murphy was killed while running in Ireland earlier this year. The incident sparked a conversation about the insecurity of women running alone, especially at night. This caused a lot of discussion among netizens, and many people shared their stories of being harassed while running on social media.
Judging by the comments on YouTube, the ad did exactly the opposite of what Samsung expected. Rather than arousing curiosity about Samsung products and their capabilities, it gives the impression that Samsung is out of touch with the real world. Samsung has not commented on the matter, nor has Ogilvy & Mather New York.
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