The Samsung Group is a multinational industrial corporation based in Samsung Town, Seoul, South Korea. It is the largest South Korean chaebol, or business conglomerate, with multiple related firms, the majority of them under the Samsung name.
Samsung is the eighth-most valuable brand in the world as of 2020. Air conditioners, laptops, digital television sets, active-matrix organic light-emitting diodes (AMOLEDs), mobile phones, display monitors, computer printers, freezers, semiconductors, and telecommunications networking equipment are only a few of the Samsung Electronics products.
It was the world’s leading mobile phone manufacturer by unit sales in the first quarter of 2012, with a global market share of 25.4 percent.
Samsung Electronics, a Samsung subsidiary, procured a fitness watch. Ogilvy New York created the campaign, which shows a woman jogging alone through the streets at night while using earphones.
Samsung Electronics created, developed, and marketed the Samsung Galaxy Fit activity tracker. It was released on February 20, 2019, with the Galaxy Fit e, a lower-cost model. On June 14, 2019, it became available for purchase. After its recent ad campaign for the Galaxy fitness watch, which depicted a woman going for a run at 2 a.m., the company was forced to apologize on social media.
Jamie Klingler, co-founder of the women’s safety organization Reclaim These Streets, called the commercial “tone-deaf,” adding he wishes he could run at any time of day or night without fear, but it is not the reality of his experience.
The campaign, according to Women’s Running editor Esther Newman, shows how big businesses, advertising, and the media think about women running — that they are empowered and that they are in control.
She went on to say that because they publicize what they believe, it becomes a conviction that is ingrained in the national consciousness. It does not depict taunting, intimidation, abuse, assault, or killing.
‘Night owls’ campaign, according to a Samsung representative, was created with a positive message in mind, celebrating individualism and the flexibility to exercise at any time.
They also stated that it was never their aim to be disrespectful to ongoing discussions about women’s safety and that a global company with a varied workforce, they apologize for the way this made viewed.
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