"Isn't it amazing what this little black rock can do?" That's the question posed in a new mining industry television commercial that's been widely mocked on social media.

Part of a major campaign spruiking coal's "endless possibilities", the commercial was launched by the Minerals Council of Australia yesterday and the response has been quick, widespread and, for the most part, negative.

#coalisamazing is trending on Twitter with users adopting the catchphrase in mockery, calling the campaign propaganda and the "PR fail of the year".