The ads are the company’s latest effort to reassure the public after regulators said in early September that its employees had opened as many as two million credit and deposit accounts without clients’ knowledge or permission.
Evocative of the company’s brand, one 30-second ad opens with a slow-motion shot of horses pulling a carriage across a prairie -- the iconic Wells Fargo wagon -- while piano music plays.
A female narrator says, "Wells Fargo is making changes to make things right," before listing the measures the company has taken to stem the damage from the scandal.
The television ads, which supplement a current digital and print campaign, began airing last night on ABC World News Tonight and competing newscasts at NBC and CBS, a bank spokesman, Mark Folk, told ABC News. The spots will also run on Sunday morning talk shows.
Folk declined to disclose the bank's budget or planned length of time for its appeal to the public through TV ads.
Upon taking the mantle, Sloan said his "immediate and highest priority is to restore trust in Wells Fargo."
Sloan appears to have his work cut out for him. In data released alongside its third-quarter earnings earlier this month, the bank revealed that September customer visits to branch bankers had fallen 10 percent compared to September 2015. They were also down 14 percent versus August of this year.
Perhaps more alarming for those at the top was the revelation that consumer checking account openings in September were down 30 percent versus the previous month and 25 percent year over year.
The company's campaign to repair its image began earlier this month, Folk said, with digital and print advertisements running in local and national papers. Those ads are ongoing.
Wells Fargo will also place ads in the World Journal starting on Oct. 27, and in the South Asian Times a day after.
Radio ads will begin on October 31 on Radio One, a network of 55 stations in 16 markets across the U.S. that targets African American and urban listeners, according to the network’s website.