
the hue and cry over athletic apparel maker nike's alleged tacit endorsement of
mountaintop removal mining was like watching a vast, all-conquering army surrender to a tiny band of shadow puppets.
seriously. i was pretty geeked up that the
shoe giant had chosen my west virginia mountaineers as one of ten schools to model their new line of football gear.
i clicked on the
link for the unveiling and watched some pretty cool animation and listened to the dramatic linking of the relationship of the state's tough mining heritage with the efforts of wvu's football team.
"they really put some work into this," i thought as i watched animated coal dust rising from a mine entrance and listened to the rhythmic clank of mining tools and falling rock.
a lot of drama, but they're selling something. "puffery," as i recall from my advertising classes.
the background for the illustration was gritty. foreboding clouds. a coal dust-covered football field.
the flattened mountaintop backdrop, while seeming to portray one means of extraction, i thought could have used equally dark and spooky hillsides. we are the mountain state, after all.
but these were mere quibbles with what i thought was a pretty bad-ass representation of my favorite football team.
a number of environmentalists, on the other hand, were deeply offended by what they viewed as the university's endorsement of that method of mining.
they voiced their
disapproval. loudly, and with great drama.
"I am so angry. I love football, and I will not watch WVU again."
this, from an activist in washington, d.c.
back in corporate, officials reacted as though they had offended an ethnic or religious group and pulled the image.

what they offered in its stead was the same football player standing in anonymous football stadium.
and the cool animation? gone.
the whole thing just struck me as the result of not doing one's homework, then doubling back after being aggressively questioned over an answer, whether it was wrong or right.
if the advertiser knew what percentage of the state's population supported mining versus not, they might have ridden it out and shrugged it off.
instead, the
sportswear behemoth fell for the blustery feint and trashed some striking creative work.
guess all i have to look forward to now is wvu's
coal bowl game this week against marshall university.
and, no, i don't believe watching it makes me a
friend of coal any more than practicing recycling makes me an environmentalist.