Well, it’s meant to be sexy but it looks to me like the poor skinny waifs are being worked to death. And how sexy can coal be? I’ll bet that whoever made this ‘ironic’ ad has never been any closer to a coal pit than his electric toaster. My grandfather worked his whole life down a pit until his back was broken in a roof collapse. His lungs rattled with phlegm and coal dust all the way to his premature death . Now that would make a sexy ad.
This is a hard core denial ad. Its aim is to undermine environmental concerns. Its core message is: “don’t believe those whingeing (ugly) greenies- coal is great and will never be banned’’.