'Wrong on so many levels': Lytton residents react to corporate video filmed in town's fire ruins
A number of Lytton residents, both current and former, are voicing their anger over a corporate video that was filmed in the town’s fire ruins.
“It’s pretty horrifying; for all of us here, it’s really triggering,” said current resident Meghan Fandrich.
Tricia Thorpe lives about three miles south of the village and said: “They’re talking about walking on sunshine; it’s more like walking through an open grave site there right now.”
The video was made by Calgary-based ATCO to celebrate the company’s 75th anniversary.
“For over 75 years, we’ve been where the world needs us,” the caption reads.
The video uses a cover of the song “Walking on Sunshine” and follows two young girls going to plant a tree. Part of their journey was filmed through the village of Lytton, in front of and through fire rubble.
“It was appalling, it was insensitive, it was re-traumatizing,” said Michele Fiest. “The choice of music, given that the town was destroyed by a heat dome, was particularly galling.”
Feist lost her home in last year’s deadly blaze and now lives in Williams Lake.
“I fled for my life from that place. I was lucky … we were all lucky to survive that fire,” she said. “There’s just so many levels that (the video) is really offensive.”
The video was posted on the company’s website and social media feeds Wednesday, with one commenter on Twitter saying: “As a person who grew up in #Lytton, this video really upset me.”
In response, the company wrote: “The story is entirely fictional, and a portion of this video was filmed in Lytton, B.C., where a wildfire devastated the town in 2021. ATCO has been working with the town to provide meaningful support for their recovery and rebuilding.”
“Somebody trying to take advantage of somebody’s tragedy in chase of the almighty dollar is wrong on so many levels,” said Thorpe.
The video was raised at the BC legislature during question period Thursday, with Public Safety Minister Mike Farnworth asked how a private company could film a commercial before the residents have been allowed to return to their homes.
“This was a decision made by the council of Lytton,” Farnworth said. “It is not something that I would have done. Council makes these decisions. They don’t have to come to the province. I find it quite mind-boggling.”
Lytton Mayor Jan Polderman tells CTV News that ATCO was given approval by council to film the commercial, with the shoot lasting “a day and a half” at the beginning of April.
Polderman said the company originally offered a “very generous” donation of $50,000 and a trailer, but believes that figure has since been doubled.
“It could well be $100,000,” Polderman said, adding he hasn’t yet seen the cheque.
All residents CTV News spoke with say they want the video taken down, and an apology from both ATCO and the mayor.
Polderman is standing by the decision.
“I thought that the ad was very tastefully done; it brings emotions up,” he said, adding that’s he’s trying to move the town forward while still rebuilding.
“The opportunities for the village to raise funds that we can spend without approval with other levels of government are not that frequent,” Polderman said. “This money will be used in the rebuild of Lytton for the benefit of residents.”
CTVNews.ca Top Stories
Canadian gov't proposes new foreign influence registry as part of wide-spanning new bill
Prime Minister Justin Trudeau's government is proposing a suite of new measures and law changes aimed at countering foreign interference in Canada, amid extensive scrutiny over past meddling attempts and an ever-evolving threat landscape.
Boeing Starliner capsule's first crewed test flight postponed
The long-awaited first crewed test flight of Boeing's new Starliner space capsule was called off for at least 24 hours over a technical issue that launch teams were unable to resolve in time for the planned Monday night lift-off.
Teacher charged in historical sexual assault of Calgary teenage girl
Calgary police have charged a teacher with the alleged sexual assault of a teenage girl more than 20 years ago.
Winnipeg man admits to killing four women, argues he's not criminally responsible
Defence lawyers of Jeremy Skibicki have admitted in court the accused killed four Indigenous women, but argues he is not criminally responsible for the deaths by way of mental disorder – this latest development has triggered a judge-alone trial rather than a jury trial.
Man banned from owning animals after fatal Calgary dog attack
The owner of three Calgary dogs that got loose and mauled a woman to death in 2022 has been ordered to pay a $15,000 fine within one year and banned from owning any animal for 15 years.
East-end Ottawa family dealing with massive rat infestation
Residents in Ottawa’s Elmridge Gardens complex are dealing with a rat infestation that just won’t go away. Now, after doing everything they can to try to fix the issue, they are pleading with the city to step in and help.
Mediterranean staple may lower your risk of death from dementia, study finds
A daily spoonful of olive oil could lower your risk of dying from dementia, according to a new study by Harvard scientists.
An El Nino-less summer is coming. Here's what that could mean for Canada
As Canadians brace themselves for summer temperatures, forecasters say a weakening El Nino cycle doesn’t mean relief from the heat.
Newfoundland and Labrador latest province to tighten rules on Airbnbs
Newfoundland and Labrador is the latest jurisdiction to bring in stricter rules for short-term rentals, with a coming set of regulations that will force operators to register with the provincial government.