"Green groups criticise ‘ludicrous’ Minerals Council of Australia ad which claims coal creates ‘light and jobs’ and ‘can now reduce its emissions by up to 40%’ "

"Australia’s mining industry has launched a new ode to coal in the form of a major advertising campaign that hails the mineral’s ability to 'create light and jobs', as well as claiming that new technology will drastically slash its emissions.

The campaign, called Little Black Rock, has been launched by the Minerals Council of Australia. An eye-catching TV ad shows an extreme closeup of the contours of a lump of coal, as if it were the surface of a rugged, distant planet.

A voiceover explains the 'endless possibilities' of coal, claiming the coalmining industry provides $40bn a year to Australia’s economy. It adds that coal 'can now reduce its emissions by up to 40%. It’s coal. Isn’t it amazing what this little black rock can do?'"

Oliver Milman reports for the Guardian September 6, 2015. [2]

SEE ALSO:

"Australian coal advert backfires spectacularly after being ridiculed on social media" (Mirror) [3]

"What An 'Amazing Little Black Rock' Did To Social Media" (Sydney Morning Herald) [4]

"#coalisamazing Goes Viral After Minerals Council of Australia’S ‘PR Fail of the Year’" (News Corp) [5]