Oscar-winning moviemakers JOEL and Ethan Coen have launched an environmental campaign targeting the coal mining industry.
The brothers have directed a new TV commercial urging American companies to ban the use of fossil fuels and focus instead on more 'green' ways of producing power.
The advert claims the burning of coal is one of the major factors behind global warming and aims to raise awareness of the issue.
A statement from the directing duo reads, "We were excited to be part of this important project and tell another side of the 'clean' coal story."
The promo was produced by the Reality Coalition, a consortium of five environmental groups which was formed last year (08) to counter promotional efforts by a coal industry trade group.