Newfoundland and Labrador’s tourism advertisements have taken on a Hollywood flair. The traditional serene and sunny imagery of the province has received a boost from some top-tier 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 promoting a visit to Newfoundland and Labrador. The billboard humorously reads, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” featuring Hartnett as a fisherman in the show where a mysterious sea creature troubles a small town.
While the ad shares space with Netflix promotions for the series, it prominently displays the official Newfoundland and Labrador tourism logo. The tourism department has not yet issued a statement regarding the campaign. Real fishermen were consulted regarding their thoughts on the portrayal. Keith Boland, a snow crab and cod fisherman, expressed that the local fishermen are indeed attractive and aging gracefully, attributing it to factors like weather and hard work. He jokingly remarked that while Hartnett may be considered “hot,” the local fishermen could give him a run for his money.
Uriah Alcock had a more reserved view, noting that some fishermen might not match Hartnett’s good looks. Leon Abbott highlighted the subjective nature of beauty by saying, “Beauty is in the eye of the beholder.” Hartnett has shared positive memories of filming in Newfoundland and Labrador, praising the warm reception he received during his time there. He expressed his gratitude for the hospitality of the locals, which he found genuine and welcoming.
During a recent appearance on “The Tonight Show Starring Jimmy Fallon,” Hartnett recounted his encounter with whales in the province, which left a lasting impact on him. He also engaged in a light-hearted music lesson with Fallon, teaching him to sing “I’se the B’y.” Despite Fallon’s attempt, Hartnett, originally from Minnesota, playfully teased him for sounding “a little bit too Irish.” The actor’s fondness for Newfoundland and Labrador is evident as he reminisces about his experiences there and shares them with a wider audience.