After being hacked and having exposed some high profile marrieds Ashley Madison is back with a slick 3-some of TV spots to try to entice users back into the club. Using upscale cinematography and original sound tracks sung soulfully solo, AM tries to ratchet up production values.
Now they are even expanding the possibilities. Suggesting in one spot perhaps you and your significant person might like to join the Swing Set.
Now my imagination always runs to the weird and wonderful on this note because I am a movie fan and when I think of swinging it always calls to mind for me the scene in Borat where Sasha Baron Cohen walks into what looks to be a sleazy, gaudy suburban basement replete with the requisite cheap genuine imitation wood panelling, garish lighting and everyone going at it doggy-style. As he walks through fully clothed, no one seems to care and he is asked if he wants to join in. It's raw and hilarious.
So who goes to an Ashley Madison. That's the first thing I always ask myself when I see this stuff.
But the answer is really obvious.
It's the silent majority of course.
Silent within their relationships. Silent about their relationships. And most of all, silent to themselves about why such a service is something they think they need to make their lives more interesting or alive or more complete or whatever they seem to not be getting from their significant person.
My reaction, aside from the sordid factor, is sadness.
This campaign is sad. The people this appeals to are sad. These spots are sad.
It's sad to me that we live such isolated lives even with the person who is supposed to be our person.
Now Ashley Madison is trying to broaden their reach so to speak, by encouraging polyamorous hookups. In other words: threesomes, foursomes, moresomes whatever.....with both partners now participating...one assumes.
In this commercial, the woman kisses her comatose male partner. Cut to some semi-social scene and what I first took to be a waitress turns out to be the hookup....looking at them in an inviting way....is pure sleaze.
It just all ends up looking and feeling tawdry despite the production values....
It would be really difficult to work on this kind of account unless you can just ignore the desperateness about this service. And whoever did the creative tried to interject some sort
of empathy into it I think.
But at the end of the day, it is selling cheating....with or without your significant person knowing.
And I think most of us want to believe that we would never be using this service. But sadly, there is
a big market out there.