Adidas Safety Campaign Perfectly Responds to Samsung's Controversial 'Night Owls' Ad

The new film is part of the athletic brand's With Women We Run initiative

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After Samsung released a campaign last summer featuring a woman running confidently alone at night, Adidas has debuted a similar ad calling out the “ridiculous” measures some take to feel safe while exercising on city streets.

The Samsung ad, “Night Owls,” drew an angry response, with critics saying it didn’t reflect the dangers faced by women. The U.K.’s Advertising Standards Authority (ASA) also received 27 complaints calling the ad “irresponsible” and “harmful.”

The Adidas campaign, an iteration of its longstanding “Impossible Is Nothing” campaign dubbed “I’m Possible,” aims to educate men on their behavior and drive change.



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