The commercial is unmistakeably American, designed to tug at the heartstrings. An old couple wave from their porch; a female farmer tends her cattle; a group of industrial workers laugh and joke with each other at the end of the day. It looks like an advert for a major retail brand or a bank that prides itself on having a human face. In fact, it is neither of those. This thirty-second spot, currently running on all of the America's major networks, is designed to make viewers think again about a subject that has become hugely unpopular and unattractive: coal. This expensive advertising campaign is being funded by an organisation called Americaspower.org, which in turn is supported by the American Coalition for Clean Coal Electricity (ACCCE).
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