Environmental Groups Bash 'Clean Coal' in New CampaignThe phrase "clean coal" was repeated by virtually every major
presidential candidate this year. Now the battle over what it means is
heating up. The groups will spend millions of dollars on television, newspaper and
outdoor ads, the first of which shows a factory door in the middle of a
barren landscape and the slogan: "In reality, there is no such thing as
'clean coal.' " The ads say that "there isn't a single commercial coal power
plant in America today that captures its global warming pollution." A 30-second television version of the environmental groups' ad will air
this weekend on news talk shows. It was shot in the desert of California by
Crispin Porter + Bogusky, which is best known for its work as the creator of
the 'truth' anti-tobacco campaign, and with companies including Microsoft,
Burger King, Volkswagen and Domino's Pizza. The ad shows a man saying,
"Let's take a look at a state of the art clean coal facility." He walks
through a door leading to a patch of land that is vacant as far as the eye
can see. "Amazing," he says, as he looks around. "The machinery is kind of
loud," he yells sarcastically into the breeze, "but that's the sound of
clean coal technology." The ad battle is part of a fight over the future of coal plants, which
has been thrown into doubt by Supreme Court and Environmental Protection
Agency rulings about carbon dioxide being subject to regulation under the
Clean Air Act. Environmentalists say that it will be difficult, if not
impossible, to retrofit plants with carbon capture equipment once they're
built. But coal industry advocates hold out hope.
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