The Samsung 'Night Owls' campaign shows a woman waking up at 2am to go for a run through dark city streets. Photo: Samsung / YouTube
The Samsung 'Night Owls' campaign shows a woman waking up at 2am to go for a run through dark city streets. Photo: Samsung / YouTube
The Samsung 'Night Owls' campaign shows a woman waking up at 2am to go for a run through dark city streets. Photo: Samsung / YouTube
The Samsung 'Night Owls' campaign shows a woman waking up at 2am to go for a run through dark city streets. Photo: Samsung / YouTube

Samsung apologises for 'tone deaf' advert showing a woman running alone at 2am


Sophie Prideaux
  • English
  • Arabic

Samsung has apologised for an advert showing a woman out running in the early hours.

The advert, which shows a woman waking up at 2am to go for a run through dark city streets, has attracted criticism from safety campaigners and women’s running groups who have branded it “unrealistic” and “tone deaf”.

The company apologised, telling a UK radio station that it had not intended to "be insensitive to ongoing conversations around women's safety."

"We apologise for how this may have been received," it told BBC Radio 1’s Newsbeat show.

"The 'Night Owls' campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours."

The advert sparked particular criticism in light of the death of Ashling Murphy, who was killed while out for an afternoon run in Ireland in January.

After her death, the hashtag #shewasonarun trended on social media, with women sharing their own stories of being harassed while out running.

Esther Newman, editor of Women's Running magazine, told the BBC that the advert was "not representing the truth".

"Women don't run at that time because we are too scared to," she said.

"It's really shocking. I don't know any woman who would be running at 2am in the morning. Certainly not in a city.”

Another criticism was that the advert showed the woman running in headphones.

"Wearing headphones is a contentious point,” Newman told the BBC. “Most women runners I know don't wear headphones, and that's during the day, because they are concerned about their safety."

Replying to criticism on social media, Samsung said: "We can assure you that the meaning for this advert is for all Galaxy customers/viewers to achieve their health and wellness goals on their own schedules."

About Okadoc

Date started: Okadoc, 2018

Founder/CEO: Fodhil Benturquia

Based: Dubai, UAE

Sector: Healthcare

Size: (employees/revenue) 40 staff; undisclosed revenues recording “double-digit” monthly growth

Funding stage: Series B fundraising round to conclude in February

Investors: Undisclosed

Timeline

2012-2015

The company offers payments/bribes to win key contracts in the Middle East

May 2017

The UK SFO officially opens investigation into Petrofac’s use of agents, corruption, and potential bribery to secure contracts

September 2021

Petrofac pleads guilty to seven counts of failing to prevent bribery under the UK Bribery Act

October 2021

Court fines Petrofac £77 million for bribery. Former executive receives a two-year suspended sentence 

December 2024

Petrofac enters into comprehensive restructuring to strengthen the financial position of the group

May 2025

The High Court of England and Wales approves the company’s restructuring plan

July 2025

The Court of Appeal issues a judgment challenging parts of the restructuring plan

August 2025

Petrofac issues a business update to execute the restructuring and confirms it will appeal the Court of Appeal decision

October 2025

Petrofac loses a major TenneT offshore wind contract worth €13 billion. Holding company files for administration in the UK. Petrofac delisted from the London Stock Exchange

November 2025

180 Petrofac employees laid off in the UAE

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The smuggler

Eldarir had arrived at JFK in January 2020 with three suitcases, containing goods he valued at $300, when he was directed to a search area.
Officers found 41 gold artefacts among the bags, including amulets from a funerary set which prepared the deceased for the afterlife.
Also found was a cartouche of a Ptolemaic king on a relief that was originally part of a royal building or temple. 
The largest single group of items found in Eldarir’s cases were 400 shabtis, or figurines.

Khouli conviction

Khouli smuggled items into the US by making false declarations to customs about the country of origin and value of the items.
According to Immigration and Customs Enforcement, he provided “false provenances which stated that [two] Egyptian antiquities were part of a collection assembled by Khouli's father in Israel in the 1960s” when in fact “Khouli acquired the Egyptian antiquities from other dealers”.
He was sentenced to one year of probation, six months of home confinement and 200 hours of community service in 2012 after admitting buying and smuggling Egyptian antiquities, including coffins, funerary boats and limestone figures.

For sale

A number of other items said to come from the collection of Ezeldeen Taha Eldarir are currently or recently for sale.
Their provenance is described in near identical terms as the British Museum shabti: bought from Salahaddin Sirmali, "authenticated and appraised" by Hossen Rashed, then imported to the US in 1948.

- An Egyptian Mummy mask dating from 700BC-30BC, is on offer for £11,807 ($15,275) online by a seller in Mexico

- A coffin lid dating back to 664BC-332BC was offered for sale by a Colorado-based art dealer, with a starting price of $65,000

- A shabti that was on sale through a Chicago-based coin dealer, dating from 1567BC-1085BC, is up for $1,950

The Matrix Resurrections

Director: Lana Wachowski

Stars:  Keanu Reeves, Carrie-Anne Moss, Jessica Henwick 

Rating:****

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The specs

Engine: 3.9-litre twin-turbo V8
Power: 620hp from 5,750-7,500rpm
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Transmission: Eight-speed dual-clutch auto
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The specs

Engine: Four electric motors, one at each wheel

Power: 579hp

Torque: 859Nm

Transmission: Single-speed automatic

Price: From Dh825,900

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How to apply for a drone permit
  • Individuals must register on UAE Drone app or website using their UAE Pass
  • Add all their personal details, including name, nationality, passport number, Emiratis ID, email and phone number
  • Upload the training certificate from a centre accredited by the GCAA
  • Submit their request
What are the regulations?
  • Fly it within visual line of sight
  • Never over populated areas
  • Ensure maximum flying height of 400 feet (122 metres) above ground level is not crossed
  • Users must avoid flying over restricted areas listed on the UAE Drone app
  • Only fly the drone during the day, and never at night
  • Should have a live feed of the drone flight
  • Drones must weigh 5 kg or less
Jigra
Director: Vasan Bala
Starring: Alia Bhatt, Vedang Raina, Manoj Pahwa, Harsh Singh
Rated: 3.5/5
Why your domicile status is important

Your UK residence status is assessed using the statutory residence test. While your residence status – ie where you live - is assessed every year, your domicile status is assessed over your lifetime.

Your domicile of origin generally comes from your parents and if your parents were not married, then it is decided by your father. Your domicile is generally the country your father considered his permanent home when you were born. 

UK residents who have their permanent home ("domicile") outside the UK may not have to pay UK tax on foreign income. For example, they do not pay tax on foreign income or gains if they are less than £2,000 in the tax year and do not transfer that gain to a UK bank account.

A UK-domiciled person, however, is liable for UK tax on their worldwide income and gains when they are resident in the UK.

In Full Flight: A Story of Africa and Atonement
John Heminway, Knopff

Red Joan

Director: Trevor Nunn

Starring: Judi Dench, Sophie Cookson, Tereza Srbova

Rating: 3/5 stars

Updated: May 31, 2023, 10:42 AM