Newfoundland and Labrador’s tourism advertisements have taken a Hollywood approach. The traditional serene and sunny campaign has now incorporated A-list celebrity influence. Josh Hartnett, known for his role in the upcoming Netflix series “Below,” was seen pointing to a billboard in New York City’s bustling Times Square promoting a visit to Newfoundland and Labrador. The billboard humorously states, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
In the show, Hartnett portrays a fisherman in a small town plagued by an unidentified sea creature. This unique ad featuring Hartnett is displayed alongside Netflix billboards promoting the series but bears the official N.L. tourism logo.
Although there was initial ambiguity regarding whether the province funded the campaign, a tourism department spokesperson clarified that they did not pay for it. However, they acknowledged and approved the use of their logo on materials promoting the Netflix show.
Real fishermen’s opinions were sought by CBC’s Laura Howells, who showed them a photo of the advertisement. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of local fishermen, remarking on their aging like “fine wine.” He humorously added, “He’s pretty hot, but at the end of the day, I think we can give him a run for his money.”
On the other hand, Uriah Alcock was more reserved in his assessment, pointing out that some fishermen may not match Hartnett’s looks. Leon Abbott emphasized the subjectivity of beauty, stating, “Beauty is in the eye of the beholder.”
Hartnett, who has fond memories of filming in Newfoundland and Labrador, praised the warm reception he received during a special screening event in St. John’s. He expressed gratitude for the open and hospitable nature of the locals, declaring it as the best reception he had ever experienced while filming.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett shared his awe at seeing whales in the province, which had a profound impact on him. He even taught Fallon how to sing a local song, I’se the B’y, but playfully criticized Fallon’s rendition as “a little bit too Irish.”
Hartnett’s positive experiences in Newfoundland and Labrador have left a lasting impression on him, prompting him to share his newfound love and insights with the Hollywood community.
