TRUCKEE, CA - A new super-secret Apple TV commercial was shot on location Tuesday afternoon in the small California town of Truckee, just north of Lake Tahoe. The spot was filmed under a shroud of secrecy at "Jax At The Tracks", a new restaurant housed in an original 1940's diner near Truckee's downtown railroad tracks.
Owner Bud Haley told the Sierra Sun, “Apple found us, they're trying to show us as a hip and cool spot for the 20-something crowd,” Haley said.
Apple locked up the new diner for the better part of the day filming what's rumored to be an unreleased "mystery product". The company has seemingly broke from shooting in a controlled studio environment which has been typical with their Mac vs PC commercials and recent run of iPhone ads.
Wild speculation is pointing to Apple filming an ad for a new model iPod, while those anxiously holding out for Apple's rumored iTablet media pad are pining their hopes on the shoot being focused on something far more fantastical than an iPod.
The Sierra Sun writes that “because the product they were advertising hadn’t been released, members of the group didn’t release any information, or allow any photographs." The paper said, referring to Apple employees spotted in Truckee.
I'm fairly certain owner Bud Haley never expected this kind of instant media spotlight aimed at his little diner that could, which just opened for business on July 14th. Less than one month later, Jax At The Tracks is poised to become immortalized by Macheads everywhere as an Apple landmark once the new ad launches nationally.
“I want to see people use JAX as a hub of activity and for it to be part of the fabric of this community.” Haley said.
Bud may be getting his wish served up on a much grander scale than he ever could have imagined. Reaching a community of wild eyed Apple fanatics on a global scale. Maybe he'll even be taking orders in the not so distant future using Apple's very own iTablet. Or not!
JAX serves breakfast, lunch and dinner seven days a week from 7 a.m. to 10 p.m. Located “At The Tracks” on 10144 West River St. in historic downtown Truckee, California. Be sure to tell my old friend Bud the iPhone Savior sent you while you're busy wolfing down a huge bowl of his award-winning Chili.
[Sierra Sun] [Photo by Ethan Rohloff via the lovely Ashley at Switchback PR]
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