Little league windscreen accidents and a puppy wrecking a couch are the sort of apple-pie America stories that feature constantly in advertising anything from washing powder to heart medication that blankets US TV broadcasting.
But something about this particularly soothing personal loan campaign jars because it comes from the vampire squid that is Goldman Sachs.
Hearing the voice over for the Wall Street giant coo that: “Debt happens. It is how you get out of it that counts” and that their new Marcus-branded personal loans have “no fees, ever” just seems wrong.
These are the guys that should be selling interest rate derivatives to confused far-off nations or sub-prime ABS to unsuspecting Germans while simultaneously shorting it themselves.
Now the bank is advertising on TV that if you have a skiing accident or your water heater breaks down, it is to Goldman Sachs you should turn for reassurance.
The world really has gone mad.