It seems the golden boy of banking, who became CEO of FNB at the of age 36 in 2004, is not content with just revolutionising banking - he wants to change the world.
Since the ad campaign was launched last week - and went down four days later in a storm of government threats - wunderbanker Michael Jordaan has been uncharacteristically quiet.
The campaign uses teenagers to critique South African life and express their hopes for change.
The ads beg the question: Is Jordaan the head of a bank or the leader of a new social movement?
Is he the cool guy who brought smart banking to a generation of tech-savvy customers or South Africa's most unlikely new watchdog ?
No one doubts Jordaan has played a leading role in upping the banking game in this country. On his watch FNB has made online banking as friendly as Facebook, attracted millions of new customers and sold more iPads through customer offers than any other African retailer. Global innovation awards have rained down on his bank.
But with this campaign Jordaan might have overshot the credibility mark.
While the government has been justly mocked for its prickly response to FNB's use of children to push "political" issues, no one has taken FNB to task for using children to push banking issues.
The prospect of FNB elevating corporate social responsibility to preachy nation-building is a bit, umm, rich, coming from a bank.
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