It would — maybe — feel less hyper-hypocritical if Danske presented some evidence in this TV ad that it is not like every other financial behemoth in the world, or that it was taking extraordinary measures to combat climate change or substandard factory conditions or unequal pay for women.
Because, right now, it just looks like Danske has done nothing but make a pretty, outrageously meaningless commercial.
This is what Danske says about the new campaign:
"The strategy is intended to restore trust in the Bank and ensure that we live up to our new vision of being "Recognised as the most trusted financial partner". In order to reach that objective, we must set new standards for banking operations."
To see more posters from the campaign, and to read what the Danes think of the ads, go to adland.