Avid Life Media, the company that owns infamous extramarital site Ashley Madison has rebranded to ruby Corp.
The move comes as the Canadian company announces its return to the dating scene, unveiling a different leadership team and promising a new start for the shamed site.
Speaking about the Toronto-based company’s new name, CEO Rob Segal said: “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.”
President James Millership said the new name “has a sensual, feminine quality, connotes value and fits with the fresh start our company is undergoing.”
And with the name change, ruby has also debuted a series of new look TV ads for the rebranded Ashley Madison, which has ditched both its “Life is Short. Have an Affair” tagline and “Ssssssh branding”.
Instead of the infamous “Life is Shot” slogan, ruby has opted for the more subtle “Find Your Moment.”
Asked why, Segal said: “It was a limiting label that’s out-dated and doesn’t speak to the wide variety of connections people find on Ashley Madison.
“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.”
And the new set of TV ads created by its in-house team – which you can watch below – will play in the US, UK, Canada and Australia from the July 18th.
More modern, downbeat and classier than previous Ashley Madison ads, they attempt to reposition the extramarital site as a service that injects excitement back into lives and relationships that have grown stale.
Check out the three new ads, Hotel, Poly and Subway below: