Sunlight in the "Land of the Midnight Sun"

"We brought this artificial sun to Inuvik because we're benevolent" : Tropicana ad

 A new Tropicana fruit juice company advertisement and commercial in Inuvik, Canada, features a 15,000 pound helium balloon equipped with 47,000 to 70,000 watts of electricity. It was kept floating and intermittently lit for about two days, and cost about Can.D.$100 to light each minute.

I suppose the week long project was harmless and gave them a special memory of January 2010. Do you approve?  Inuvik is one of the first Arctic towns recently featured in Google Street Views. Here are related blog posts links within a fascinating blog "Inuvik photos" chronicling life in the Artic:

http://inuvikphotos.ca/2010/01/15/more-on-the-tropicana-ad-people-looking-at-the-globe/

http://inuvikphotos.ca/2010/01/13/behold-tropicanas-artificial-sun/

http://inuvikphotos.ca/2010/02/27/tropicana-ad-debuts-in-inuvik/