Newfoundland and Labrador’s tourism advertisements have taken on a Hollywood flair. The province’s traditional serene and sunny clothes-on-the-line campaign has now received a boost from some A-list celebrity influence. Josh Hartnett, known for his role in the upcoming Netflix series “Below,” recently showcased a billboard in New York City’s bustling Times Square that urges people to “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
In the show “Below,” Hartnett portrays a fisherman in a small town where a mysterious sea creature begins to cause havoc among the local residents. The advertisement, featuring Hartnett as the fisherman, is displayed alongside Netflix billboards promoting the show but also bears the official Newfoundland and Labrador tourism logo. The tourism department has yet to issue a statement in response to inquiries from CBC.
Real fishermen were curious about their portrayal in the ad. CBC’s Laura Howells took a photo of the advertisement and sought out fishermen to gather their opinions. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of local fishermen, remarking on their ability to age gracefully due to factors like the weather and hard work. However, Uriah Alcock had reservations, noting some fishermen may not fit the Hollywood stereotype.
Leon Abbott emphasized that beauty is subjective, echoing the sentiment that attractiveness varies from person to person. Hartnett has warmly reminisced about his time filming in the province, praising the warm reception he received during a special screening event in St. John’s. He shared his fondness for the hospitality and openness of the people in Newfoundland and Labrador, sentiments he plans to carry back to Hollywood.
During a recent appearance on “The Tonight Show Starring Jimmy Fallon,” Hartnett recounted his encounter with whales in the province, which left a lasting impression on him. He also engaged Fallon in a playful music lesson, teaching him to sing “I’se the B’y.” Hartnett playfully critiqued Fallon’s rendition, joking about the Irish influence in his performance.