Amman Valley’s beauty and community highlighted in new advert

A LOCAL coffee company has launched a nationwide advertising campaign. Coaltown Coffee in Ammanford launched the advertising campaign at 9am on Thursday, September 1. The advert is called 'Re-kindled the fire, with a new black gold' and stars Welsh actors Keith Allen and Andy Edwards.

The advert opens with the backdrop of the mountains between Llangadog and Brynamman, with Carmarthen-born Mr Edwards playing a coal miner, meandering through the landscape in the early morning in a vintage coal truck. Llanelli-born Mr Allen narrates the visuals with a poetic, proud story of hope and regeneration as it focuses on the post-industrial community following the last closure of an anthracite mine in Ammanford in 2003. The news headlines from the time are shown, which stripped the mining communities of their identity and pride.

MORE NEWS: The miner is then seen unloading what looks like a sack of coal from his truck, to find that it is Coaltown's signature roast Black Gold and the advert is backed by the David Ross Lawn's Rising. Scott James, founder of Coaltown, said: "It was really important for us to use and feature the local community as well as the beautiful surrounding areas we have available on our doorstep.

Having local industries involved such as Davies Haulage Company from Llandybie made this campaign a real community effort. "I', really proud of what we have achieved with this ad. It was amazing to work with Finn (Beales, producer), Keith and Andy.

It's a beautiful piece of work, and their skillset was something to behold."

Watch the ad here: