12 Jul Avid Life Media Rebrands as ruby
Officially Drops Ashley Madison Life is Short. Have an Affair. Tagline
Debuts Understated, Elegant New TV Campaign
Avid Life Media, the company that owns and operates Ashley Madison, is rebranding as ruby Corp. and repositioning its Ashley Madison flagship brand.
“It’s a new day at ruby and renaming our topco is an important step in our journey to completely rebuild the company as a relevant, digital dating innovator that truly cares for our customers,” explains newly appointed ruby CEO Rob Segal.
“Modern relationships are multi-faceted and that’s why we chose ruby as our new name,” says newly appointed President James Millership. “We like that ruby has a sensual, feminine quality, connotes value and fits with the fresh start our company is undergoing,” he says.
Find Your Moment Replaces Life is Short. Have an Affair.
Segal confirms ruby has officially dropped Ashley Madison’s signature tagline: Life is short. Have an Affair. “It was a limiting label that’s out-dated and doesn’t speak to the wide variety of connections people find on Ashley Madison,” says Segal. “Close to 45% of our members are single, over 50% are attached and they are interested in a wide range of experiences. While remaining true to our roots, Ashley Madison needs to evolve, grow and attune to modern sexuality in 2016,” he says.
The old tagline has been dropped from AshleyMadison.com and, as of today, replaced with Find Your Moment. The brand’s logo has also been updated: its well-known wedding ring icon and “hush” imagery has been replaced by a modern, discreet wordmark.
Ashley Madison Moments TV Campaign Debuts wk July 18th
Starting on July 18th, Segal says the company will introduce a new global digital campaign and TV advertising in the USA, UK, Australia and Canada. Watch an online preview of Ashley Madison’s new TV advertising here.
The Moments campaign takes an understated approach to exploring life’s unspoken moments in a series of three short stories: Hotel, Poly and Subway. All three ads are scored to the raw, acoustic melodies of UK artist Tom Rosenthal and feature no dialogue. Stylistically, the spots were filmed using a cinema aspect ratio for a quietly cinematic feel.
Ashley Madison Debuts New TV Advertising
“People visit Ashley Madison to find sparks, butterflies and new experiences,” explains Segal who says the company will air a mix of 30 and 60 second spots.
Campaign at a Glance
A fleeting smile and exchange of looks in a hotel lobby remind a woman in a relationship what it feels like to be desired.
A content, but bored couple meet another woman and consider the possibilities.
A single man experiences an unexpected moment of connection on his daily commute.
The Ashley Madison Moments campaign was created by ruby’s in-house creative team.
“Ashley Madison welcomes open-minded and adventurous people from every walk of life. We hope our new advertising campaign connects with people and reflects what they are looking for when they join the Ashley Madison community,” says Segal.
ruby is the global leader in open-minded dating and the innovator behind Ashley Madison, Cougar Life and Established Men. Founded in 2007, the company is headquartered in Toronto, Canada. To learn more about ruby and how we’re transforming our brands, visit www.rubylife.com and www.ashleymadison.com