ICYMI, the Minerals Council of Australia yesterday released a pro-coal ad that looked like whoever made it spent more time on their morning dump than they did thinking about its contents.
In a moment of sheer near-sightedness, it even had its own hashtag: #coalisamazing. You know where hashtags are used a lot? Twitter. You know who’s on Twitter? Environmentally conscious folk who don’t take kindly to propaganda bullshit. (Also see: the #twitterati, inner-city latte sippers.)
They tore it to shreds:
Industry guy: “How do we make people think coal is amazing?”
Intern 1: “We need a virual video!”
Intern 2: “And a hastag!”
— Greg McNevin (@gmcnevin) September 6, 2015
Coal was merely “good for humanity”, and now it’s amazing?
#auspol
#coalisamazing pic.twitter.com/o4f9FT4Sqk
— Drowningbitbybit (@drowninbitbybit) September 7, 2015
The Coal Industry: bringing families together for centiries #coalisamazing pic.twitter.com/PmmNxwft0x
— Light on the Hill (@LegacyOfJack) September 6, 2015
But perhaps no one is doing finer work in sending up the hashtag than @GovGoogles, a parody Twitter account that posts the kinda things we can only assume get Googled by the members of the Aussie government during any given PR crisis.
Behold a portion of the account’s running commentary which, last we checked, is still going:
photo of piece of coal working in homeless shelter
— AusGov Googles (@GovGoogles) September 7, 2015
photo of piece of coal help old lady cross road
— AusGov Googles (@GovGoogles) September 7, 2015
photo of piece of coal stopping the boats
— AusGov Googles (@GovGoogles) September 7, 2015
can give piece of coal knighthood
— AusGov Googles (@GovGoogles) September 7, 2015
can piece of coal run in canning election
— AusGov Googles (@GovGoogles) September 7, 2015
photo of australian piece of coal check papers of imported piece of coal
— AusGov Googles (@GovGoogles) September 7, 2015
photo of piece of coal fighting isis
— AusGov Googles (@GovGoogles) September 7, 2015
does marriage equality include piece of coal
— AusGov Googles (@GovGoogles) September 7, 2015
“From an advertising/communications point of view: hashtags have been blowing up in the faces of companies and politicians for years now, and still no one learns. From a comedic/satirical point of view: I think the campaign is brilliantly terrible. It’s almost a piece of satire in itself. When I started @GovGoogles, I wondered whether there would be enough constant material to keep it going. With gems like #coalisamazing, I don’t think there is any danger of that.”
If you wanna know *just* how amazing coal is, you can find out right here: