Coal is getting a bad rap these days, what with all the pollution and concerns about global warming. Australia's peak mining body is trying to turn that bad publicity around with a new advertising campaign that has some people calling it the "PR fail of the year."

Created by the Minerals Council of Australia, the ad, called "Coal. It's an amazing thing," shows a piece of the rock in intimate close up. A voiceover assures the viewer the fuel can create "light and jobs," and claims it can now reduce its emissions by up to 40%.

The ad asks: "Isn't it amazing what this little black rock can do?"

See also: Earth has lost half of its trees to humans

The campaign is accompanied by a slick website, which talks about new carbon capture and storage (CCS) technology in power stations that's meant to offset some of the industry's contributions to carbon dioxide in the atmosphere. As the Guardian pointed out, however, there is only one CCS-enabled plant operating globally. And it's in Canada.

As you might expect, the hashtag #coalisamazing quickly became popular on Twitter, though perhaps not in the way the Minerals Council might have hoped.

Seriously. Do these people have comms advisors? Or is this a hoax? It's a hoax, right? #coalisamazing — Jenna Price (@JennaPrice) September 6, 2015

Industry guy: "How do we make people think coal is amazing?" Intern 1: "We need a virual video!" Intern 2: "And a hastag!" #coalisamazing — Greg McNevin (@gmcnevin) September 6, 2015

Some people recalled its not so salubrious impact on the environment

My uncle was killed in one of these cages when it hurtled into the floor of a mine shaft - #coalisamazing pic.twitter.com/aM7KyginbI — Jason Thompson (@Simulated_Jase) September 6, 2015

This little black rock is the number 1 cause of climate change. #coalisamazing pic.twitter.com/PcNBN5G3D8 — Max Phillips (@maxphillips) September 6, 2015

Like emitting toxic and carcinogenic substances into our air, water and land. Pretty amazing #coalisamazing pic.twitter.com/o5nRZ9LNPr — Dr Krystal (@dr_krystal) September 6, 2015

Hey! #coalisamazing because it both raises the temperature and destroys your lungs. All from one black rock! Also, best #prfail ever — Bill McKibben (@billmckibben) September 7, 2015

While others raised a toast to its lasting impact on the economy and politics

#coalisamazing right up to point where the coal corporation goes broke and leaves millions of dollars in cleanup bills to taxpayers. #auspol — Dirk Gently (@envirorealism) September 7, 2015

One day I'd like to own a piece of Coal but everytime I grab some Gina Rinehart appears out of nowherer yelling, Mine! #coalisamazing — Mark Williamson (@MW__Oh) September 7, 2015

While another person suggested a new and improved marketing strategy

show your passion for destroying our environment with this stylish pendant #coalisamazing pic.twitter.com/LxmsmD48Xw — Andraste (@knicker_weasles) September 6, 2015

Coal may be amazing, but not in a world struggling with global warming, and definitely not at advertising