St George Bank’s new national television advertising campaign showing a financial planner talking about his “personal” relationship with an elderly client and her family after the death of her spouse isn’t intended to reinforce planners’ image in the public mind. It’s meant to reinforce the bank. Its appearance just weeks after a survey jointly conducted by the Australian Securities and Investments Commission and the Australian Consumers' Association gave planners a plastering, is just “coincidental”, says company spokesman Rebecca Taylor.

The ad, one of a series, was unscripted. All the ads show real St George staff talking about actual events, giving the public “a window into the ‘soul’ of the company”.

Ms Taylor said the ad campaign has been in progress since St George did a brand review late last year. “It follows on from our satisfaction campaign and there wasn’t any other reason for the campaign. It’s just coincidental.”