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'Re-branded' Ashley Madison TV ads are adultery gift-wrapped in country music

Trinaa Prasad | Updated on: 10 February 2017, 1:49 IST

Re-branding adultery sounds like a long shot, but going by the latest Ashley Madison ads, the 'dating' site is nothing if not optimistic. In 2015, a massive hack by a disgruntled ex-employee led to stolen data of over 32 million users worldwide.

We're guessing that did not go down well with the patrons of a company who use it to have an extra-marital affair on the sly. Cannot enjoy a warm meal at home if the wife/husband finds out you have a lover on the side, now can you?

So what did the site do after '32 million accounts with user information, including names, street addresses and phone numbers, 36 million email addresses, 9.6 million documented transactions, 10 GB of compressed data', was stolen and some information released?

First they re-branded the company that owns AM. So Avid Life Media became Ruby, and then they replaced, moved, relocated, promoted/demoted some employees. And finally, they came up with their first television ads. You know, something you can watch with your family because how is an advert for an adultery website in any way awkward? Drop everything. Listen. Can you hear nervous LOLs?

The PR team has obviously worked overtime to make everyone forget "Life's short. Have an affair" to "Find Your Moment". And you'll be happy to know that the ads are nowhere as creepy as the company's basic ideology.

Talking to Mashable, and recognising the hard work that's going to go into also redoing everything all over again. CEO Rob Segal says, "This is the start of a journey. We feel like we're setting the right tone here, but we're hoping to build trust in the long-term."

Jame Miller, president of Ruby denies the 'new' AM is about infidelity. He believes it is for "open-minded experiences" and "exploring moments". Whatever that means.

BUT. Here's the catch. When you watch the ads, you realise that while the branding is all about polka-dotted, extra frills fairy-tales, the basic tenet remains the same: go have an affair.

Not exaggerating here. Just watch.

1) Just separated from the husband? Have an affair, bruh. Because what you need immediately after a broken marriage and an unfulfilling relationship, is yet another man.

2) This one feels like a red herring. Nothing really looks out of place, but you know there has to be a catch somewhere.

This one's my favourite from the lot. So many feels, my cup overfloweth. Just a random couple looking thoroughly bored of each other's company, sit and routinely peck each others cheeks as so many bored couples are wont to do.

But then, one fine Ashley Madison day, they go to a party, the guys catches the eye of the waitress and boom. They find their moment. The hugely perceptive girlfriend (wife?) watches cupid strike, smiles and gives them her blessing. Just like in real life.

Like we said, 're-branded' Ashley Madison is basically old Ashley Madison gift-wrapping adultery with slow, romantic country music.

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Edited by Abha Srivastava

First published: 12 July 2016, 6:24 IST