Negative Advertising

It's interesting to note that in the last week I've seen adverts for Facebook, Uber and Wells Fargo Bank which all say something to the affect of we're sorry for our previous actions and promise to do better in the future.  Is this some sort of reflection of modern accountability?  Or has some advertising company decided to come up with this new strategy?  I guess it's one way to address a scandal, but I hardly think it is going to rebuild confidence in a company.  I mean, who is really going to trust Facebook any more?  I gave it up a long time ago.