Troubled wealth giant AMP will use this weekend’s NRL Grand Final as a platform to rebuild its relationship with the public under new chief executive Alexis George, but public relations experts questioned the merits of the television advertising campaign.

A 60-second advertisement promoting AMP’s superannuation, retail banking and financial planning services, produced by creative agency Bastion Banjo, will air on Sunday during the National Rugby League grand final preview show on Channel 9, owned by Nine, publisher of AFR Weekend.