Newfoundland and Labrador’s tourism advertisements have taken on a Hollywood twist. The province’s traditional serene and sunlit campaign has now added a touch of celebrity appeal. Josh Hartnett, known for his role in the upcoming Netflix series Below,, proudly pointed out a billboard in New York City’s Times Square showcasing the message, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
The featured fisherman on the billboard is none other than Hartnett himself, portraying a fisherman in the series set in a small town where a mysterious sea creature wreaks havoc on the residents. Although the ad shares space with Netflix billboards promoting the show, it prominently displays the official N.L. tourism logo.
While initially evasive about whether the province financed the campaign, a tourism department spokesperson confirmed on Friday that they did not fund it but endorsed the use of their logo on materials promoting the Netflix series. Real fishermen were curious about their portrayal in the advertisement, prompting CBC’s Laura Howells to seek their opinions.
Keith Boland, a snow crab and cod fisherman, found the fishermen in the ad quite attractive. He humorously remarked, “Yeah, we’re pretty good-looking for sure… we’re aging gracefully, thanks to the weather or hard work, who knows?” Another fisherman, Uriah Alcock, had a differing view, noting that some fishermen may not match Hartnett’s looks entirely. Leon Abbott emphasized that beauty lies in the eye of the beholder.
Hartnett expressed his affection for Newfoundland and Labrador while filming in the province, praising the warm reception he received. He fondly recalled the hospitality and openness of the locals during a special screening event at the Majestic Theatre in St. John’s. Hartnett’s positive experience in the province has left a lasting impression on him, which he plans to carry back to Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett shared his awe at seeing whales in Newfoundland and Labrador, an experience that shifted his perspective. He even treated Fallon to a rendition of the traditional song I’se the B’y, though he playfully criticized Fallon’s singing style. Hartnett’s deep appreciation for the province’s natural beauty and cultural charm shines through his interactions and storytelling.
Overall, the fusion of Newfoundland and Labrador’s picturesque landscapes with Hollywood glamor has sparked interest and conversation among both locals and outsiders. The blend of celebrity endorsement with the province’s natural charm is creating a unique and engaging narrative for tourism promotion.