Ashley Madison’s slogan, “life is short, have an affair”, is a thing of the past.  Now the website of choice for those wishing to commit adultery is encouraging you to “find your moment”.

The slogan change comes amidst an overhaul of the Ashley Madison brand which suffered severely at the hands of hackers, Impact Team last year. The hack and subsequent data dump revealed the identities and personal information of millions of users.

First in the list of changes is the name of Ashley Madison’s parent company, Avid Life Media. The firm has changed its name to Ruby which is reportedly meant to make the firm appear more feminine.

In an interview with Mashable, Ruby chief executive officer, Rob Segal said, “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.”

Don’t be mistaken though, Ashley Madison is still trying to lure the adulterous to its corner of the internet, albeit in a more friendlier way.

To that end, starting this week the dating site will air three TV adverts. We’ve included them below for you to, um, enjoy.

So, despite the slogan change, Ashley Madison still seems to be luring cheaters to its site. This time however they appear to be using sad people and indie rock rather than sultry figures and a promise of discretion.

The Ruby CEO also pointed out that the site’s security had undergone a complete overhaul. According to Mashable, the site is also actively trying to get more women to sign up and for good reason.

Ruby is currently under investigation by the Federal Trade Commission. The overwhelming theory is that the agency is investigating the firm for its use of fembots to lure men onto the site.

We do wonder whether this new brand will convince old users to return and whether new users will trust the site enough to find their moment.

[Via – Mashable]