Ira Goldstein is a fictional character played by Steve Mellor, who appeared in television and radio commercials for ASB Bank in New Zealand.

Since moving to New Zealand to investigate ASB, Goldstein has started his own business and purchased property (presumably thanks to the helpful bank), but must always keep his activities under wraps when his boss is around.

On 26 June 2010, it was announced that due to ASB Bank dropping advertising agency TBWA / Whybin, the Goldstein campaign would end.

[3] ASB Bank pulled the Ira Goldstein commercials from air for several weeks following the World Trade Center attacks of September 2001, out of respect and for fear of causing offence with their image of a bumbling New York banker.

One commercial that showed Goldstein comparing Rotorua's boiling mud pools to the opening of the World Trade Center was altered in the wake of "9/11".