Edmonton’s winter stars in Apple’s latest Christmas commercial

One of the world’s largest tech companies wanted to depict a picturesque winter landscape in its latest commercial, and apparently if found what it was looking for in Edmonton.

Apple released a Christmas ad for its iPhone 5 earlier this week and keen-eyed sleuths quickly confirmed that it was shot in Edmonton.

The commercial tells the story of an average family gathering for the holidays, including the doting grandparents, proud mother and an apparently distracted teen who, it turns out, has actually been filming everything on his iPhone so he could make a touching home video for his parents.

Apple's new commercial, titled "Misunderstood," is notable for the beauty of its message alone. But when you consider that the piece was shot in Edmonton, it adds a layer of merriment for Canadian viewers.

While the commercial doesn't mention Edmonton by name, several locations are recognizable to those who know the city.

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Brad Stromberg, film commissioner with the Edmonton Economic Development Corporation, told Metro Edmonton that the city was selected as the location because producers who looked over photos of the city felt they captured the look they were going for.

“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,” Stromberg told Metro. “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 Canada has not directly commented on why Edmonton was selected. But there is little doubt that, when searching for urban winter wonderlands, Edmonton would at least make the shortlist.

Canada's northernmost provincial capital is known for snow and cold, and has recently turned to embrace its reputation for winter weather. Last year, Edmonton launched a Winter City Strategy that highlights its cold weather festivals, attractions and events.

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Jenifer Schaefer, who writes about Edmonton on her City and Baby blog, says it is about time people learned about the beauty of Edmonton winters.

Nice commercial, nice message. Nice city. Edmonton winters are still frosty, but at least they are finally receiving a warm reception.

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