Newfoundland and Labrador tourism advertisements have taken inspiration from Hollywood. The usual calm and sunny imagery associated with the province has now received a boost from A-list celebrity endorsement.
Josh Hartnett, the lead actor in the upcoming Netflix series “Below,” recently drew attention to a billboard in Times Square, New York City, featuring the message “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The featured fisherman is none other than Hartnett himself, portraying a fisherman in a small coastal town where a mysterious sea creature wreaks havoc on the residents.
Although the advertisement is displayed alongside Netflix billboards promoting the show, it prominently features the official Newfoundland and Labrador tourism logo. While there was initial ambiguity regarding whether the province funded the campaign, a tourism department spokesperson clarified that they did not provide financial backing but authorized the use of their logo on the promotional materials for the Netflix series.
Wondering about the real fishermen’s opinions on the ad, CBC’s Laura Howells sought out local fishermen for their thoughts. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of fishermen in the region, remarking on their aging like fine wine. He humorously noted, “He’s pretty hot, but at the end of the day, I think we can give him a run for his money.”
On the other hand, Uriah Alcock expressed some reservations, mentioning that not all fishermen may match Josh Hartnett’s good looks, with some being more out of shape. However, Leon Abbott emphasized that beauty is subjective, resonating with the saying, “Beauty is in the eye of the beholder.”
Hartnett, who has filmed in Newfoundland and Labrador, shared his positive experiences with the province, praising the warm reception he received during his time there. Reflecting on the hospitality and openness of the locals, he expressed his fondness for the region. Hartnett’s positive encounters in the province have left a lasting impression on him, influencing his perspective and experiences in Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounters with whales in Newfoundland and Labrador, describing them as transformative. He went on to give Fallon a music lesson, teaching him the traditional song “I’se the B’y.” Despite Fallon’s attempt, Hartnett, originally from Minnesota, playfully teased him for an overly Irish rendition.
The collaboration between Josh Hartnett and Newfoundland and Labrador has not only showcased the beauty and charm of the region but also highlighted the warm reception and unique experiences it offers to visitors.