Samsung has apologized for the recent ad that showed a woman getting up at 02:00 to go for a run on city streets alone.
The ad was criticized by some women's running groups and safety activists for being "unrealistic".
Samsung told Radio 1 Newsbeat that it had never intended "to be insensitive to ongoing conversations about women's safety".
"We apologize for how this was received," she adds.
The Night Owls campaign was designed with a positive message in mind: to celebrate individuality and the freedom to exercise at all times.
Women's safety group Restoring This street called it "tone deaf" in light of the death of Ashling Murphy, who was killed while running in January.
The death of the 23-year-old in Tullamore, Ireland, has opened the debate about how insecure some women feel running alone, especially at night.
For this reason, Esther Newman, editor of Women's Ring magazine and podcast, says this ad "does not represent the truth."
"Women don't run at that time because we're too scared," she told Radio 1 Newsbeat.
"It's really shocking. I don't know which woman is going to run at 02:00 in the morning. Definitely not in a city."
According to recent figures from the Office for National Statistics, half of the women have felt unsafe at some point walking alone in the dark.
And Streaming is no exception, according to opinions shared online in response to Samsung's announcement in what some have described as "ridiculous" and "indisputable".
Samsung responded to some of the comments on social media, saying, "We can assure you that the meaning of this announcement is for all Galaxy customers/viewers to achieve their health and wellness goals on their own schedules."
But one of the main things Esther Newman points out is that the main character works with headphones.
"Wearing headphones is a moot point. Most of the contestants I know don't wear headphones, during the day, because they are concerned about their safety."
Esther Newman is the editor of Women's Running and a podcast
She's keen to point out that her contributors believe that "a very, very small portion of men make us feel insecure" but suggests advertisers focus their attention on how men can make runners feel more comfortable.
Other critics questioned whether a female production crew was involved in making the ad. A point taken by the women's safety campaign group Reclaims This street, which was created after the murder of Sarah Everard.
They told Radio 1 Newsbeat that the ad was "totally deaf and shows the lack of female decision-makers in the campaign, especially in light of Ashling Murphy's murder on a jog in January".
"It's almost laughable how bad this ad has gotten," added co-founder Jamie Klingler.
Run Mummy Run, an online jogging community, agreed that depicting a woman running at night, in those circumstances, was unrealistic.
They said, "The meaning seems to be that women enjoy the luxury of this kind of freedom with their own security, but unfortunately this is not the current reality."
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