Samsung's latest advert has been criticised by some women's running groups and safety campaigners for being "unrealistic".
The film shows a young woman getting up at 02:00 to go for a run through the streets of a city alone.
Samsung says the aim was to showrunners work to their own schedules.
But women's safety group Reclaim These Streets has described it as "tone-deaf" in light of the death of Ashling Murphy who was killed on a run in January.
It's for this reason Esther Newman, editor of Women's Running magazine and podcast, says this advert is "not representing the truth".
"Women don't run at that time because we are too scared to," she told Radio 1 Newsbeat.
"It's really shocking. I don't know any woman who would be running at 02:00 in the morning. Certainly not in a city."
According to recent figures from the Office for National Statistics, half of all women have felt unsafe at some point walking alone in the dark.
And running is no exception, according to the views shared online in response to the Samsung advert with some calling it "ridiculous" and "unrelatable".
The 23-year-old's death in Tullamore, Ireland, opened up the conversation about how unsafe some women feel running alone, especially at night.
It sparked the hashtag #shewasonarun as posts and stories were shared about women being harassed while out running.