While I was getting my politics fix the other day I saw an ad that promoted marriage in response to an infidelity campaign. At first I noted the irony that this spot was placed on a political network (during Hardball with Chris Matthews on MSNBC) at a peak time. They say infidelity is more prevalent amongst powerful persons. Just look at the ongoing scandals in Washington.
So who’s responsible for the infidelity campaign? Ashley Madison. We actually discussed this company on the first day of Visual Communications (advertising course). This is one of those “point vs counterpoint” rivalries. Any position is open for attack against a counter position (no matter how small). I could imagine there’s some ideology behind “My Marriage Matters” because rather than address the issue, Mr. Ryan Hill feels his self-righteous position is justified simply because he’s a “good husband, loving father, and traditional American.” (None of which are a cause or effect.) I can respect the capitalist ambition of Ashley Madison. People are going to cheat… period. So why not maximize the experience? Of course there are drawbacks, but like they say “the higher the risk, the greater the reward.” This sort of service distinguishes between those who do what they can and those who do as they please. Perhaps we advertisers are despised because we act as enablers. In this case, we’d be enabling the less powerful.
“My Marriage Matters” seems to be nothing more than a petition for support. I wouldn’t be at all surprised if this “campaign” was really launched by someone at Ashley Madison operating under a pseudonym. “Well played.” is what I’d say. Mr. Hill is actually promoting his rival more than he’s promoting himself or his cause.