Newfoundland and Labrador tourism advertisements have taken a Hollywood approach. The traditional calm and sunny campaign the province is known for has now incorporated A-list celebrity influence. Josh Hartnett, the star of the upcoming Netflix series Below, proudly showcased a billboard in New York City’s Times Square that reads, “Explore Newfoundland and Labrador. All our fishermen resemble this. Don’t yours?”
The featured fisherman is none other than Hartnett himself from the show, where he portrays a fisherman in a small town facing a threat from an unidentified sea creature. While the advertisement is displayed alongside Netflix billboards promoting the series, it prominently features the official N.L. tourism logo.
Although there was initial ambiguity about whether the province funded the campaign, a tourism department spokesperson later clarified that they did not finance it. However, they acknowledged and endorsed the use of their logo on materials promoting the Netflix series in a subsequent email statement.
To gauge the reaction of real fishermen, CBC’s Laura Howells ventured out armed with a photo of the ad. Keith Boland, a snow crab and cod catcher, believes that local fishermen are not lacking in the attractiveness department. “Yeah, we’re quite appealing individuals for sure … we’re aging gracefully, I must admit. I’m not sure if it’s the climate or the hard work, who knows?” Boland remarked. He added, “He’s quite attractive, but ultimately, I think we can give him a run for his money.”
Uriah Alcock, however, expressed uncertainty. “Some may be a bit out of shape, a bit more robust,” he said with a smile. On the other hand, Leon Abbott emphasized the subjective nature of beauty, stating, “Beauty is in the eye of the beholder.”
Hartnett has fondly shared his experience filming in the province. “It’s the warmest reception I’ve ever received in any filming location in my life,” he stated during a special screening event at the Majestic theatre in St. John’s in September. He praised the open and hospitable nature of the people, describing it as natural and not just for him.
The actor is carrying that affection and insight back to Hollywood. During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounter with whales in the province. “It seemed like they were observing me, and it truly altered my perspective. It was remarkable,” Hartnett shared. He even gave Fallon a music lesson, teaching him how to sing I’se the B’y. Despite Fallon’s attempt, Hartnett, originally from Minnesota, playfully criticized his rendition as “a tad too Irish.”