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Have you ever given a significant other a second chance after screwing up? I have. Didn’t work out so well for your boy, but we all do it at some point because we’re all spineless and afraid of dying alone. Infamous website Ashley Madison — which we know as a website devoted purely to infidelity — is banking on our predisposition to both give second chances and fret being single. Via a CNN report:
The controversial online dating service is trying to make itself over as a dating site, instead of a hotbed of infidelity, fembots and hackers. The push comes nearly a year after a security breach upended the lives of customers and their families and derailed its plans for a public offering. Gone is the infamous tagline, “Life is Short. Have an Affair.” It’s been replaced with the gentler pitch, “Find Your Moment.” The service has also ditched its logo showing a wedding ring next to pictures of people holding a finger to their lips, alluding to secret extramarital affairs.
Kind of a mandatory move here by Ashley Madison. They fucked up so badly by exposing all their members who were looking to cheat (bee-tee-dubs, I think about 85% of their members were dudes), a complete brand overhaul was the only way to recover. And by nixing their logo and changing their tagline, it definitely seems like they’re trying to position themselves amongst your run-of-the-mill dating sites. Who knows if they’ll be successful with this new format — WAIT, is that, YES IT IS! Good God! That’s suggestive advertising’s music!
In one spot from the new advertising campaign, a man makes “an unexpected connection” on his commute. Crucially, the man is single, not married. Another ad, however, shows a woman in a relationship exchanging a flirtatious look with a man in a hotel. Some things never change.
Ashely Madison, you motorboating son of a bitch! Look, Ashley Madison can give us the whole song and dance about changing their brand, trying to reach a different target audience, trying to be more of an all-around dating site. They can take the affair out of their slogan. They can give us some new tagline. But we know what’s up, we know the truth. Ashley Madison is still for people looking to cheat! Think about. “Find your moment” as their new slogan is just suggesting that those in monotonous monogamous relationships have to find the perfect moment to wander off the reservation. And think about that ad where a woman in a relationship exchanges a flirtatious look with a man in a hotel. I guarantee any miserable dude stuck in a sexless marriage seeing that ad will join Ashley Madison in a flash.
It’s actually brilliant. If my girl suspects me of cheating, the last place she’s looking is Ashley Madison, the information-leaking website that, at least to the naked eye, has now become some regular old boring dating website. But the suggestive advertising? The “Find your moment (to cheat)” tagline? Ashley Madison can say what they want, but we see right through it..
Image via Business Insider