Adidas has responded to Samsung’s ‘Night Owls’ campaign in a bid to highlight the ‘ridiculous’ measures women take to feel safe when running after dark.
Samsung’s original advert saw a woman go for a run at two in the morning and was soon slammed for ignoring the fact that a large majority of women are concerned for their safety when travelling alone at night. The ASA received 27 complaints about the ad at the time, with the tech giant eventually deciding to axe the TV and cinema ads altogether.
Adidas’ take on the topic personifies the lack of safety women feel, displaying a group of women running together, protected by a posse of cars and motorbikes surrounding them.
The spot even includes the copy: “This is ridiculous. So is 92% of women feeling unsafe when they run.”
According to the sports brand, 68% of women take precautionary measures to feel safe when exercising in public. An additional 38% have admitted to already having experienced verbal or physical harassment.
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The campaign – part of Adidas’ wider ‘With Women We Run’ initiative – was developed by TBW/Neboko.
