I find the new series of ads by mining companies very interesting. They are trying to give their operations a human face and are aligning themselves with environmental protection, diversity, community and other things many Australian value.
Essentially the ads are trying to protect their social license to mine.
I debated whether or not to post this remake of one of their ads because some of their statements are a bit unfair. I decided to put it up because I think many of the original ads are essentially misleading (like ads linking smoking with being cool and popular) and anyway the ad is not meant to be taken seriously.
I wonder how long it will be before this version of the ad is no longer available.
Update on 24 April: It is no longer available in Australia due to a “defamation complaint”. Is it available anywhere else?