To shake its bad reputation following a security leak, Ashley Madison has ditched the cheeky, mildly offensive ads for something more sincere.
The campaign, put together by its in-house creative team, aims to broaden the customer base of Ashley Madison beyond cheating spouses and to remove some of the taboo surrounding the dating service. It also follows a very public security breach which saw customer and credit card details leaked.
In a very different tact, the campaign crafts stories to a backing track of folk songs from Tom Rosenthal to humanise its services. Instead of cheating husbands, the story arcs focus on a woman in a loveless marriage, a couple who's relationship is getting stale and a lonely guy by himself on the train.