Coal is getting a bad rap these days, what with all the pollution and concerns about global warming. Australia’s peak mining body is trying to turn that bad publicity around with a new advertising campaign that has some people calling it the “PR fail of the year.”

Created by the Minerals Council of Australia, the ad, called “Coal. It’s an amazing thing,” shows a piece of the rock in intimate close up. A voiceover assures the viewer the fuel can create “light and jobs,” and claims it can now reduce its emissions by up to 40%

The ad asks: “Isn’t it amazing what this little black rock can do?”

More about Environment, Climate Change, Australia, Coal, and Us World

Continued here:

Mining body’s pro-coal campaign backfires hilariously