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- Created by Ogilvy, Samsung’s new “Night Owls” ad continues that trend by encouraging viewers to achieve their health and wellness goals on their own schedules.
www.adweek.com/creativity/samsung-galaxy-salutes-gen-zs-night-owls-with-an-anthemic-ad-about-wellness/
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Apr 15, 2022 · While she claims she runs on a different schedule, Samsung invites all the night owls to get a smart device that suits their unique lifestyle and schedule. As the clock strikes midnight and most of the city sleeps, the self-proclaimed night owls emerge and take over the city streets.
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- Do Your Campaigns Have only Men Creating Messaging For Women?
- Does The Brand Message Work in The Current Cultural context?
- What Is The Agency’S Role?
The Twitter storm quickly descended upon Samsung with many consumers speaking out against the ad. Many consumers questioned if women even had a seat at the table or if any women were consulted on this campaign. The brand has yet to acknowledge the diversity of representation and if the voices of women were included and heard. When you have only men...
According to a Samsung spokesperson, “The Night Owls campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours.” Unfortunately, this message of empowerment, being in control and having freedom at all times doesn’t address or acknowledge the current cultural context. Exercising in public a...
The Samsung ad was created by Ogilvy New York, and the agency has not made any comments or released any statements since the backlash. Agencies line up and take center stage to accept big industry awardsfor their brand work. And yet, when brand mistakes happen and a crisis occurs, they mostly take a seat in the back and hide behind the brand statem...
Samsung Galaxy Salutes Gen Z's Night Owls With an Anthemic Ad About Wellness. Backed by a cover of White Stripe's 'Seven Nation Army,' the spot celebrates unconventional active schedules....
Aug 17, 2022 · Last April, Samsung published its TV and cinema “Night Owls” ad for the Samsung Smart Watch. The ads featured a woman waking up in her bed at 2am before getting up and going for a run through the streets of a large city, while wearing wireless earbuds.
Apr 29, 2022 · Samsung has apologized for its “Night Owls” ad that depicts a woman running alone at 2AM with her Galaxy Watch 4. However, the ad is a good reminder that smartwatch emergency safety features ...
- Victoria Song
Jul 20, 2022 · Samsung previously apologised for how the 'Night Owls' ad might have been received when it launched in April. It showed a young woman running alone in London at night with headphones in...
Apr 9, 2022 · Brave is the artist who covers 'Seven Nation Army', but the gambit has paid off for singer and songwriter Zella Day. Her cover of the White Stripes classic guides this nocturnal outing for Samsung, as the brand court those who thrive after everyone else has gone to bed. Under the gaze of an owl, the protagonist runs through the streets of ...
