Newfoundland and Labrador tourism advertisements have taken a Hollywood approach. Instead of the traditional serene and sun-soaked imagery, the province is now leveraging the star power of A-list celebrities. Josh Hartnett, known for his role in the upcoming Netflix series “Below,” recently showcased a billboard in Times Square, New York City, inviting people to visit Newfoundland and Labrador. The billboard humorously suggests that all the fishermen in the region look like him, referencing his character in the show, where he portrays a fisherman in a small town facing a sea creature threat.
The advertisement, featuring Hartnett, is displayed alongside Netflix billboards promoting the series but prominently displays the official Newfoundland and Labrador tourism logo. While the tourism department has yet to issue a statement in response to inquiries from CBC, real-life fishermen have shared their thoughts on the campaign.
Keith Boland, a fisherman who catches snow crab and cod, jokingly acknowledged the attractiveness of the local fishermen, suggesting they are aging like fine wine. Another fisherman, Uriah Alcock, humorously pointed out that not all fishermen may resemble Josh Hartnett in terms of looks.
Despite differing opinions on the physical appearance of fishermen, there is a general consensus that beauty is subjective and in the eye of the beholder. Hartnett himself has expressed his fondness for filming in Newfoundland and Labrador, praising the warm reception he received from locals during his time there.
During a special screening event at the Majestic theatre in St. John’s, Hartnett shared his appreciation for the hospitable nature of the people in the province. His positive experiences have led him to carry that love and understanding back to Hollywood. In a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounter with whales in Newfoundland and Labrador, which left a lasting impression on him.
Additionally, Hartnett showcased his musical talents by teaching Fallon a traditional Newfoundland song, “I’se the B’y.” Despite Fallon’s attempt, Hartnett playfully teased him about his rendition. Hartnett’s genuine admiration for the province and its people is evident, as he continues to share his positive experiences with audiences worldwide.
