The tourism advertisements for Newfoundland and Labrador have taken on a Hollywood flair. The traditional, peaceful imagery that has characterized the province’s campaigns is now being infused with the star power of A-list celebrities. Josh Hartnett, known for his role in the upcoming Netflix series “Below,” recently showcased a billboard in New York City’s Times Square featuring the message, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The advertisement features Hartnett portraying a fisherman in the show, set in a small town where residents face a mysterious sea creature threat.
While the ad is placed among Netflix billboards promoting the series, it prominently displays the official Newfoundland and Labrador tourism logo. Although the province did not directly fund the campaign, a tourism department spokesperson confirmed that they approved the use of their logo on the promotional materials for the Netflix show. Real fishermen in the region were approached for their opinions on the advertisement. Keith Boland, a snow crab and cod fisherman, humorously commented on the attractiveness of local fishermen, 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?” Uriah Alcock had a more reserved response, mentioning that not all fishermen may match Hartnett’s looks.
Despite varying opinions on fishermen’s appearances, there is a general sentiment that beauty is subjective, as highlighted by Leon Abbott. Josh Hartnett has expressed his positive experience filming in Newfoundland and Labrador, praising the warm reception he received from locals during a special screening event in St. John’s. Hartnett’s fondness for the province has inspired him to bring that same warmth and knowledge back to Hollywood. During a recent appearance on “The Tonight Show Starring Jimmy Fallon,” Hartnett shared his encounter with whales in the region, which left a lasting impression on him. He also engaged Fallon in a music lesson, teaching him a Newfoundland traditional song. Despite some playful criticism, Hartnett’s connection to the province remains strong as he continues to share his experiences with a wider audience.