It’s been quite the week for the parent company of Ashley Madison , Avid Life Media. Not only did they announce a new CEO and President, but they also confirmed a couple things. First, they confirmed that the FTC is investigating them. Additionally, they confirmed that the site used fembots. After getting notoriously hacked a year ago, it’s no surprise these revelations came out.
2017 Update: The new CEO & President mentioned in this original July 2016 article has been replace less than a year later. You are starting to see Ashley Madison turn back to its roots with affairs & discreet dating. While the commercials below are very well shot, you more than likely will never see these commercials used again.
A Rebrand is Born for this Cheating Website
The move by the company is a smart one. First, they went ahead and redesigned Ashley Madison to a subtle looking cleaner site. They announced the dropping of their tagline “Life is Short, Have an Affair. It is being replaced with “Find Your Moment”. A bit more broad that the affair tagline, curious how this resonates with both existing members and new future signups.
The second rebrand occurred at the company level. Avid Life Media is replaced with Ruby Inc. To most, this won’t mean much. Other than when you do a search for Ruby Inc, you won’t see anywhere near the bad press as you did when you saw Avid Life Media.
The company also created 3 commercials. I have to admit, for such a controversial company, they made these very vanilla. What do you think?
Ashley Madison Commercials
Commercial 1 – a guy with a boring job at work meets crosses paths with a girl on the subway. They lock eyes , leaving your mind to wonder. I’m not a fan of this one.
Commercial 2 – a couple stuck in a boring marriage, what married couple doesn’t get that. She heads to a conference for work and her eyes lock with this attractive older man. This is by far my least favorite of the two.
Commercial 3 – Threesomes
Ok, by far my favorite. Another bored couple going through their mundane life. Together, they come across a woman that is interested in a threesome. In terms of rebranding, showing another side to a marriage, this by far was a home run in my eyes. I just can’t see many networks accepting this ad.