Image Credit: YouTube / ATCO

By James Peters

ATCO in Lytton

ATCO apologizes for pain caused by Lytton-filmed ad — but video remains on YouTube

May 17, 2022 | 11:13 AM

LYTTON, B.C. — Calgary-based ATCO has taken to Twitter to apologize for an advertisement partially filmed in the burned-out shell of Lytton. However, as of Tuesday (May 17), the ad remains posted on the company’s YouTube channel.

WATCH: (Video Credit: YouTube / ATCO)

The two-minute, 22-second ad spot, first posted to YouTube last Wednesday (May 11), tells the story of a town rebuilding after a tragedy, with ATCO taking a prominent role in the recovery.

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Lytton residents spoke out in outrage after seeing the spot, with many feeling it exploited their tragedy for a corporation’s benefit. More than ten months after wildfire tore through the village, little recovery has actually taken place.

Denise O’Connor called out Lytton council for permitting the commercial shoot in the remains of the town. Michele Feist added, “As a Lyttonite, I know how I feel. Sick to my stomach.”

A day after the spot was made public, ATCO responded to the criticism on Twitter by saying the story portrayed is “entirely fictional” and adding the company “has been working with the town to provide meaningful support for their recovery and rebuilding.”

Responding to further criticism on Twitter Monday, ATCO apologized that the ad “caused even more pain for residents.” The company notes it has donated $130,000 in cash and goods to the recovery in Lytton.