News / Edmonton

Apple chooses Edmonton for video after city scouts find perfect winter scene

Edmonton film location scouters helped choose local winter scenes for an Apple iPhone 5 holiday commercial that was posted on YouTube Monday.

The Highlands neighbourhood was featured in the "Misunderstood" commercial after local scouters went out and looked for winter scenes for the promotional video.

“The initial thought was that it might be done in a smaller town, but as the pictures started to come in, the producers narrow in and on a specific look,” said Brad Stromberg, film commissioner with the Edmonton Economic Development Corporation. “As they started to hone around the look they were hoping to achieve, the look they found around Edmonton was the one that ended up being chosen.”

Apple declined to comment on the commercial, as they don't comment on their marketing.

The commercial was filmed at the beginning of December for about a week, said Stromberg. Local scouts went out and took photos of area neighbourhoods and later submitted them to producers, who felt the photos highlighted the look they were going for in the commercial, said Stromberg.

Neighbours on Ada Boulevard where some of the commercial was shot, said it was done earlier this month.

“It’s fun. It’s great” said Susan, who did not want her last name used, about having Apple make her neighbourhood famous.

Edmonton Mayor Don Iveson said the chance to have film crews in Edmonton only speaks to the hard work being done in the arts.

“It’s encouraging, but not surprising because the film commission has been doing great work to make Edmonton competitive as a place to film large and small productions,” he said.

Alberta actors were used in the commercial but local film officials couldn’t confirm if Edmonton actors were used.

“We’re proud of the fact that we have snow and in this case, we can show how that turned into a positive,” said Stromberg.

-With files from Leah Germain and Ryan Tumilty

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