Over the last few weeks, the bad news came fast and furious for Wells Fargo.

In the fallout from the bank’s fake account scandal, Wells Fargo lost its CEO, lost business from the state of Ohio, the city of Chicago, the state of California, the state of Oregon and maybe the city of San Francisco too, and lost its accreditation from the Better Business Bureau as well.

New reports suggest that it’s going to get worse for Wells Fargo before it gets better, but the bank is taking a proactive approach to try to earn back some of the goodwill lost through this scandal.

According to reports from Bloomberg and others, Wells Fargo is launching an ad campaign in an attempt to calm the torrent of negativity surrounding the bank these days.

The bank is taking to the airwaves to speak directly to consumers about the changes the bank is making in the wake of the scandal.

The simple ads, which began running Monday night, feature Wells Fargo’s trademark horse-drawn wagon and just a few lines of text that tell consumers what the bank is doing to “make things right.”

Those changes include fully refunding those impacted by the fake accounts, beginning to conduct proactive new account confirmations, and eliminating sale goals.

According to Bloomberg’s report, Wells Fargo will air some during Sunday morning talk shows, as well as Univision and Telemundo.

See the ad below: