Major Sierra Club ad campaign calls out Duke Energy’s sunny claim of moving ‘beyond coal’

CHARLOTTE, N.C.— A major new Sierra Club ad campaign is calling out Duke Energy’s recent commercial, “So Much More,” in which the utility claims, amidst a sparkling expanse of solar panels, a commitment to “shift beyond coal.” Beyond Coal is the name of one of the Sierra Club’s signature campaigns, and a frequent critic of Duke Energy.

But despite Duke’s sunny claims in the ad, the utility currently plans to keep coal plants online until as late as 2048—long enough for a whole new generation of children to grow into adults and have children of their own. 

Sierra Club’s new national ad in response, “Duke Energy burns coal like it's 1499” kicks off today and mocks Duke’s claim of moving “beyond coal,” by noting other ancient practices that have been left by the wayside while Duke continues to burn an archaic, toxic energy source: burlap sacks for clothing, whale blubber lanterns for light and flag signals for communications. 

Since 2010, the Sierra Club’s Beyond Coal campaign has been working to push the nation’s electric sector away from coal—a dirty, climate disrupting 19th century technology—and toward clean, modern resources like solar and wind, now the cheapest forms of new electricity generation across most of the world.

Sierra Club’s “Duke Energy burns coal like it's 1499” is running on Hulu, national social media platforms, and in key online media outlets in Duke’s service territories throughout the Carolinas, Indiana, Kentucky, Ohio and Florida. 

It was produced and directed for the Sierra Club by Derek Doublin, a commercial film artist with more than 20 years of experience, who has directed for Jimmy Kimmel Live, Comedy Central, ABC and the NBA. 

On the release of “Duke Energy burns coal like it's 1499,” Dave Rogers, Southeast Deputy Regional Campaign Director for the Sierra Club’s Beyond Coal campaign, said: 

“It would be great if Duke’s actions lined up with their ad, but they can’t claim to be shifting ‘beyond coal’ while still planning to burn it long enough for my 22-month-old twins to graduate college, get married and start families of their own. And it’s pretty brazen of them to even use that phrase, considering Sierra Club’s constant battles to make them actually do it. 

“Duke’s ad shows they know the value of clean solar power and that it’s what people want instead of fossil fuels that pollute our air, water and climate. Still, they want to drain every last cent they can from families and businesses who are being forced to prop up their dirty, outdated coal plants, and also force customers to pay clean up costs for billions of tons of toxic waste created by Duke’s reliance on burning coal. To add insult to injury, Duke is appealing a scientifically-backed North Carolina order to clean up their coal ash and store it away from waterways in our communities.

“When Duke makes a real, formal commitment to get off fossil fuels and bring on the 100 percent clean energy that people demand and deserve, we’ll be the first in line to applaud and thank them. Until then, we’ll keep calling them out, holding them accountable and demanding they live up to the promises they made in their ad.”

Wendy Bredhold, Campaign Representative in Indiana for the Sierra Club’s Beyond Coal campaign said:

“In Indiana, Duke operates one of the largest super polluting coal plants in the country, the Gibson coal plant. In their latest 20-year plan, they intend to continue burning coal decades into the future, while also doubling down on another fossil fuel by planning to build two enormous fracked gas plants. If Duke is doing ‘so much more,’ it is so much more fossil fuels in Indiana. 

“Customers need Duke to stop living in the past, and look at forward-thinking Indiana energy companies like NIPSCO, who are replacing their coal plants with renewable energy.”

Neil Waggoner, Campaign Representative in Ohio for the Sierra Club’s Beyond Coal campaign said:

“Duke’s claim that they’re moving beyond coal is laughable. Here in Ohio, they fought tirelessly at the Public Utility Commission for the right to increase customer bill each to bail out the company’s share of the Kyger Creek coal plant in southeast Ohio and the Clifty Creek coal plant in Indiana. Thanks to this coal-forward business focus, Duke Ohio customers will be paying more each month for these antiquated 1950s coal plants for years to come. The only thing Duke is moving ‘beyond’ is common sense, as they continue their commitment to coal.” 

Susannah Randolph, Senior Campaign Representative in Florida for the Sierra Club’s Beyond Coal campaign said:

“Imitation is the sincerest form of flattery, but if Duke wants to use the phrase ‘beyond coal’ to try to convince people they are coming out of the dark ages, they need to actually back it up with actions. Here in the Sunshine State, Duke should come out of the darkness and invest in solar energy instead of doubling down on the climate-disrupting fossil fuels that cause sea level rise and stronger hurricanes.” 

Sierra Club Ad Link: Duke Energy burns coal like it's 1499