Clean coal does not exist, contrary to what coal giants Peabody Energy, Arch Coal, and the coal-industry group American Coalition for Clean Coal Energy (ACCCE) claim. The Reality campaign is trying to cut off the clean coal disinformation beast at the knees, and they deserve a great deal of credit for facing it head-on. But I was only luke-warm on their first TV ad, although their first print ad (same link) was better. They’ve recently released a comparison of the ACCCE’s lump of coal with sunglasses to the iconic cigarette-smoking Joe Camel that’s a little more pointed and, IMO, more effective.
But their (new?) ad at the Washington Post was a stroke of genius, because they put the ads up on every “Page does not exist” page that the WaPo puts up when you mistype a link or find one that’s out of date. Here’s a screenshot of it.
Brilliant. Absolutely brilliant.
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Wow. As a guy who’s been in advertising and corporate communication on and off since the early ’80s, let me offer a round of applause. This is brilliant.
Clever idea. I wonder what kind of page hits they’re getting.
Wouldn’t it have been even more effective to put a moving graphic (put the product into motion!) also of a smokestack belching dirty coal smoke into the air?
The thing is, try to show that all those heavy metals produced by coal-fired electric plants are getting into your air, water, food. Right?