Newfoundland and Labrador tourism advertisements have taken on a Hollywood flair. Transitioning from the traditional serene and sun-soaked image the province is known for, the latest campaign is leveraging the influence of A-list celebrities. Josh Hartnett, the star of the upcoming Netflix series “Below,” proudly pointed out a billboard in the bustling Times Square in New York City showcasing the message, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The featured fisherman in the advertisement is none other than Hartnett himself, portraying a fisherman in a small town where a mysterious sea creature begins terrorizing the locals.
While the ad is placed alongside Netflix billboards promoting the show, it prominently features the official Newfoundland and Labrador tourism logo. The tourism department is yet to issue a statement in response to inquiries from CBC. To gauge real fishermen’s reactions, CBC’s Laura Howells ventured out armed with a photo of the advertisement. Keith Boland, a fisherman who catches snow crab and cod, affirmed that the local fishermen are not lacking in the attractiveness department, stating, “Yeah, we’re pretty attractive people for sure … we’re aging well, I must say. I don’t know if it’s the weather, or the hard work, who knows? He’s pretty hot, but at the end of the day, I think we can give him a run for his money.”
Uriah Alcock expressed slight skepticism, mentioning, “Some are a bit more out of shape, a bit more guts.” On the other hand, Leon Abbott emphasized that beauty is subjective, stating, “Beauty is in the eye of the beholder.”
Hartnett has fondly reminisced about his time filming in the province, expressing, “It’s the warmest reception I’ve ever had in any place I’ve ever been for film in my life.” He shared these sentiments with the audience at a special screening event at the Majestic theatre in St. John’s in September. Hartnett is now carrying that affection and understanding back to Hollywood. During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett discussed his encounters with whales in the province, describing the experience as transformative. He even gave Fallon a music lesson, teaching him how to sing “I’se the B’y.” Despite Fallon’s attempt, Hartnett, originally from Minnesota, jokingly remarked, “[That was] a little bit too Irish.”
Overall, Hartnett’s positive experiences in Newfoundland and Labrador are not only influencing his work but also his interactions with fellow celebrities and the broader public, resonating beyond the borders of the province.