Newfoundland and Labrador’s tourism advertisements have taken a cinematic turn. The calm and sunny image campaign the province is recognized for has now added some star power from A-list celebrities. Josh Hartnett, set to appear in the upcoming Netflix series “Below,” was seen pointing to a billboard in Times Square, New York City, promoting Newfoundland and Labrador tourism with the caption, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
In the show, Hartnett portrays a fisherman in a small coastal town facing a mysterious sea creature causing havoc. The advertisement, featuring Hartnett as the fisherman, is displayed alongside Netflix billboards for the series but also bears the official Newfoundland and Labrador tourism logo. The provincial tourism department has not yet responded to inquiries from CBC regarding this collaboration.
Real fishermen were asked for their opinions on the advertisement. Keith Boland, a snow crab and cod fisherman, expressed that the local fishermen are not lacking in attractiveness. He humorously mentioned, “Yeah, we’re pretty good-looking 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?” Boland also added, “He’s pretty hot, but at the end of the day, I think we can give him a run for his money.”
Uriah Alcock had a slightly different view, stating, “Some are a bit more out of shape, a bit more guts.” However, Leon Abbott emphasized that beauty is subjective, stating, “Beauty is in the eye of the beholder.”
Josh Hartnett has expressed his fondness for filming in Newfoundland and Labrador, describing it as the warmest reception he has ever received during his film career. He shared his positive experiences at a screening event in St. John’s, mentioning the open and hospitable nature of the people in the province. Hartnett’s love for the province and its people has left a lasting impression on him, which he intends to carry back to Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his awe-inspiring encounter with whales in Newfoundland and Labrador, which led to a shift in his perspective. He also entertained the audience by teaching Fallon how to sing a traditional Newfoundland tune, “I’se the B’y.” The light-hearted moment saw Hartnett playfully teasing Fallon for his rendition of the song.
Overall, the collaboration between Josh Hartnett and Newfoundland and Labrador’s tourism campaign has garnered attention and positive feedback from both locals and visitors, showcasing the beauty and charm of the province to a global audience.