The campaign  will feature a steady stream of satirical TV commercials mocking the coal industry's incessant and incredulous claims about job creation, "clean coal," and many other dirty PR tricks pitched by King Coal time and time again.
Feast your eyes on one of the ads below:
The Club has teamed up with Mekanism , a San Francisco, CA-based creative campaign agency, to push out these commercials.
The New York Times notes  that the effort is fueled by some of the funding that Sierra Club received from New York City Mayor Michael Bloomberg.
Bolstered by a $50 million grant from Mayor Michael R. Bloomberg of New York City, the Sierra Club is introducing its first major national video campaign to promote its Beyond Coal initiative...Its budget is $300,000.