Calgary energy ad set in Lytton has locals reliving wildfire trauma

Lytton, B.C., which was all-but-completely destroy by a wildfire last year is now the backdrop of a new ad, which has some community members saying its making them relive their trauma all over again.

The advertisement from Calgary-based engineering and energy company ATCO shows two young girls walking through the burned-out village while pulling a wagon with a tree ready to be planted. The song “Walking on Sunshine” is playing in the background.

“People are not pleased with this and it’s triggering things again. It’s just so wrong on so many levels. I can’t believe that any kind of PR company worth their salt would let such a thing happen,” said Lytton local Tricia Thorpe.

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Some people have taken to social media to share their disappointment.

“People are not pleased with this and it’s triggering things again. It’s just so wrong on so many levels. I can’t believe that any kind of PR company worth their salt would let such a thing happen,” said Lytton local Tricia Thorpe.

“As a person who grew up in #Lytton, this video really upset me,” a tweet from Sarah, whose bio says she was born and raised in the Interior community, reads.

“What have you as a company to support the Village of Lytton since the fire? You held up debris removal for 2 days but though you say in here you support communities in need, has Lytton seen any support? Not openly…”

In a response, the company says the story portrayed in the ad “is entirely fictional.”

The story is entirely fictional, and a portion of this video was filmed in Lytton, BC, where a wildfire devastated the town in 2021. ATCO has been working with the town to provide meaningful support for their recovery and rebuilding.

— ATCO (@ATCO) May 12, 2022

It goes on to confirm that part of the video was filmed in Lytton.

“ATCO has been working with the town to provide meaningful support for their recovery and rebuilding,” the tweet continues.

Regardless, Thorpe says many are feeling outraged and exploited.

“It was disgust, absolutely disgusting. Words don’t describe. It’s like horror, it’s disgust. There’s sorrow in it. There’s just so many different words that just don’t seem adequate to describe it,” she told CityNews, adding she doesn’t buy the messaging portrayed by the video.

“The idea that ATCO was actually in there helping, that that commercial implied, is so far from the truth. It’s totally using the community’s tragedy for their own gain.”

The video ad, posted on social media on Wednesday, shows ATCO semi-trucks and other vehicles driving throughout. It ends with the two young girls walking into a field and planting the tree with help from ATCO workers.

In an email statement from Robert Palmer, with ATCO, he says, “We remain deeply committed to helping communities like Lytton who, so many months later, continue to experience the pain caused by the horrific fires. We are truly sorry that our video caused even more pain for residents.”

“With the best of intentions, we sought to tell a story inspired by our response to disasters all over the world. The people of ATCO have always strived to find ways to help, whether in response to fires in Fort McMurray or Australia, hurricanes in Puerto Rico, earthquakes in Pakistan and the US, floods in Alberta, or the current flooding in the NWT.”

For filming, Palmer says ATCO has made a donation to the rebuilding efforts.

“ATCO first contacted the Village shortly after the fire to open a dialog and understand its needs. That conversation continues. If there is an opportunity for us to provide further assistance, we will work with the community to help Lytton rebuild,” he adds.

The village of Lytton was all-but-completely destroyed by a fast-moving wildfire in late June of 2021. The fire came the same week Lytton broke national records for the highest temperature ever recorded in Canada amid a heat wave through B.C.