After a huge security violation final summer that triggered a pretty tense sh*tstorm for a lot of cheating couples, dating internet site Ashley Madison provides undergone a picture overhaul.
Ashley Madison’s new television ads
, set to begin airing afterwards this week, are included in the rebranding process, and, while there’s something kind of dark and depressing regarding three ad areas, they are doing hint at a truthful feeling for all the relationship system that once branded it self as a niche site for wedded folks to seek out discreet matters.

The advertisements believe fresh in the same manner they reveal those who looking for lonely, whether or not they are in connections. Versus framing the site as something you should assist perfectly chipper folks select you to definitely discuss their own cool lives with (à la
Complement’s TV places
), Ashley Madison doesn’t shy far from depicting men and women as feeling unsatisfied (which, newsflash: individuals think occasionally). Type Ashley Madison since account a momentary serotonin boost via flirting, hooking up, or whatever (which, newsflash:
is scientifically precise

The adverts tend to be moodily recorded with uplifting, Mumfordy-sounding indie-folk music scoring all of them, which makes them feel somewhat classier compared to the outdated Ashley Madison aesthetic. Even though they do not state it explicitly, the website appears to be catering much more towards
mutually consenting open interactions
than matters. The quintessential clear-cut advertisement area definitely is frankly entitled “Poly ad,” therefore has an annoyed, disconnected couple, exactly who collectively rewards up if they select a spark with a cocktail host exactly who tends to make vision at all of them.

This new tagline is “Get a hold of Your minute” (or in other words, the hipper “#findyourmoment”), and that is a significant deviation through the site’s previous tagline of “Life is brief. Have an affair.” Plus the ads offer the idea by centering on small, implicit minutes of connection that cheer-up these unfortunate sacks. One advertisement area really demonstrates the average lonely unmarried guy exactly who shyly eye-flirts their strategy to train love — no unfaithfulness necessary.

The advertising that stays truest to Ashley Madison’s initial purpose is known as “Hotel advertising,” and, as you can imagine, this is the one which feels the essential blatantly adulterous. It features a lady in a distressed union (they apparently make a place from it by revealing the couple in therapy) who becomes delivered aside for a-work convention and discovers herself getting examined by a cute guy at the hotel’s top table.

However, the ads aren’t without mistake.
Given that Cut pointed out
, everybody else included is quite white and very gothic, which, although Ashley Madison is trying promoting a far more
available discussion around polyamory
, just contributes to
the poly area’s competition issue
, while the news depiction of ethical non-monogamy just being for white, rich folks. But ideally the rebrand will encourage Ashley Madison loyalists.




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