Newfoundland and Labrador’s tourism advertisements have taken a cinematic turn. The traditional serene and sunlit image of hanging clothes has received a boost from A-list celebrity involvement. Josh Hartnett, known for his role in the upcoming Netflix series Below, proudly showcased a Times Square billboard in New York City inviting people to “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 a small town grappling with an enigmatic sea creature.
Although the advertisement is displayed alongside Netflix billboards promoting the show, it prominently features the official N.L. tourism logo. Despite initial ambiguity about the province’s sponsorship of the campaign, a tourism department spokesperson clarified that Newfoundland and Labrador did not pay for the advertisement but approved the use of its logo on the promotional assets for the Netflix series.
Curious about the real fishermen’s opinions, CBC’s Laura Howells ventured out with a photo of the ad to gauge their reactions. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of local fishermen, remarking on their well-preserved looks. Others like Uriah Alcock had reservations, acknowledging varying physical appearances among fishermen. Leon Abbott emphasized the subjective nature of beauty, stating that it lies in the eye of the beholder.
Hartnett, reflecting on his time filming in Newfoundland and Labrador, shared his positive experiences with the province. He praised the warm reception he received during filming, emphasizing the genuine hospitality he encountered. The actor’s affection for the region is evident as he carries those memories back to Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounter with whales in the province, a transformative experience that reshaped his perspective. He also engaged in a lighthearted moment with Fallon, teaching him the traditional tune I’se the B’y. Despite Fallon’s attempt, Hartnett playfully critiqued his rendition, humorously noting the slight Irish influence.
The fusion of Hollywood glamour with Newfoundland and Labrador’s picturesque landscapes continues to captivate audiences, showcasing the unique charm of the region on a global stage.