February 1, 2018
Inuvik’s Sunrise Festival is a unique celebration that attracts travellers from around the world, and this year, caught the eye of luxury car company, Mercedes-Benz Canada. The company travelled to Inuvik in early January to shoot their latest commercial.
Lesley McLelland from Mercedes-Benz Canada, explains what drew the team to Canada’s north.
“We felt that the Northwest Territories’ spectacular northern landscapes would be a great backdrop for this story. The inspiration for coming to Inuvik, specifically, was the Sunrise Festival and what it represents. We were drawn to it as an authentic moment of celebration that unites the people of Inuvik and surrounding communities and the many visitors who travel here each year to share that moment with them.”
Film locations included Inuvik, Tuktoyaktuk, the Dempster Highway and the Arctic Ocean – which were captured and highlighted across Mercedes-Benz’s social media platforms, including their 100,000+ Instagram following. Once complete, the commercial will be featured online.
The production team also made use of the territory’s growing number of film professionals and services by hiring locals for project management, aerial photography/drone operating, driving, advising, and car storage and maintenance services.
The Department of Industry, Tourism and Investment’s Film Commission was pleased to provide logistical support and information to help make the experience streamlined and successful.
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Mercedes-Benz scouted locations, in part, to feature their advanced all-wheel-drive technology that thrives in challenging conditions. While it may have been the terrain and landscape that originally caught Mercedes-Benz’s attention, it was the well-known northern hospitality that left a lasting and positive impression.
“The community embraced us and went out of their way to make us feel welcome and comfortable,” says Angela Hamill, Sr. Copywriter with BBDO Canada, Mercedes-Benz Canada’s Agency of Record. “Many people openly shared their stories and experiences. It gave us a good sense of what life is truly like in the far north.”
