The Koch brothers have joined such notables as BP and GE with institutional TV ads. Institutional advertising is unlike most TV ads that are designed to sell products and services. It generally has the purpose of making the public feel better about the corporation. It can be thought of as a public relations ploy to build reputation that has been tarnished owing to the way they operate.
I believe the GE ads were most likely to overcome the fact that the avoid paying taxes in the U.S.A. The BP's handling of the Gulf spill put the disdain for their name probably on a par with those on the FBI's most wanted. Adding insult to this, they apparently failed to rebuild, repay and clean up as promised.
Now the Koch Brothers, the champions of the 1%; the billionaire oil Barron's that also own a number of national branded products have spent many millions to influence legislation and the outcome of elections. They are champions of the Republican Party at the state and national level. I would venture that they are amongst the most hated by the majority sector of voters.
There has been a concerted effort to ask citizens to avoid their brands. Just Google Koch Industries brands. I think you'll find Northern toilet paper, Brawny and many others. It must be hurting them else they wouldn't resort to institutional ads.
They're very smart. They show how many jobs they create, how innovative they are, how they build America. I'm not fooled. I stay away from their brands and ask others to do the same.