Ashley Madison is turning a new leaf with three moving, and almost romantic, TV adverts to get business going again. They also have a brand new tagline.
First there was the Ashley Madison hack that exposed data on millions of members, including their credit card transactions and sexual fantasies, embarrassing many. This led to a rash of blackmail letters threatening to expose cheating husbands to their spouses.
— The Cut (@TheCut) July 13, 2016
Then, as recently reported by The Inquisitr, there was the “Fembots” scandal that lured unsuspecting men into continuing their subscriptions to the website.
Now, as reported by Quartz, the infidelity dating site is back with a brand new tagline and three new TV ads to take business in more directions than people simply looking to have an affair.
— Business Insider (@businessinsider) July 12, 2016
While the previous Ashley Madison tagline was, “Life is short. Have an affair,” they’ve headed in a totally different direction (or several thereof) with the new tagline “Find your moment.”
In related news on the Inquisitr:
- Ashley Madison Probed By FTC Over Use Of ‘Fembots’
- Duggar Divorce Rumors: Jim Bob And Michelle Duggar Headed For Split?
The three new and surprising ads have been created in-house by the adultery website’s parent company, Ruby Corp. (which used to be known as Avid Life Media) and only one of the ads directly suggests infidelity.
— Digg (@digg) July 12, 2016
All three TV adverts are backed with a soundtrack of songs by a U.K. folk artist, Tom Rosenthal, and all display somber images of people who appear to be trapped in their lives and relationships and are out there looking for something to give them a little joy.
The ad above, Subway, tells the story of a man who finds a woman on a train and they gently smile at each other in passing.
In Poly, below, a couple is finding the need to spice up their relationship and they do so by bringing in a third party.
Hotel is the only ad that directly involves adultery with an illicit couple meeting up at a hotel while attending a “conference.”
Whereas before Ashley Madison used shock and crude humor to sell their product in commercials, working mainly to attracted men in committed relationships into the dirty side of adultery, the new tagline “Find your moment” is giving the company a way to spread relationships outside of adultery.
According to Rob Segal, CEO of Ruby, this is completely intentional, saying, “It was a limiting label that’s outdated and doesn’t speak to the wide variety of connections people find on Ashley Madison.”
In the statement on the Ashley Madison website, Segal continued, “While remaining true to our roots, Ashley Madison needs to evolve, grow, and attune to modern sexuality in 2016.”
ASHLEY MADISON relaunches with ad for THREESOMES… https://t.co/uxUzIKFOyO
— DRUDGE REPORT (@DRUDGE_REPORT) July 12, 2016
Explaining the new company name Ruby, newly appointed President James Millership said, “Modern relationships are multi-faceted and that’s why we chose Ruby as our new name.”
“We like that ruby has a sensual, feminine quality, connotes value and fits with the fresh start our company is undergoing.”
According to Segal, membership has changed on what was previously only an adultery-based platform, as almost 45 percent of Ashley Madison’s members are single, with more than 50 percent attached and interested in a “wide range of experiences.”
According to Creativity, the new ad campaign will roll out on TV on July 18, with a $10 million media buy behind the deal.
[Photo screengrab from Ashley Madison website]