Newfoundland and Labrador’s tourism advertisements have taken a Hollywood turn. The province’s traditional serene and sunny campaign is now featuring A-list star power. Josh Hartnett, known for his role in the upcoming Netflix series Below, recently showcased a billboard in New York City’s iconic Times Square. The billboard reads, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
Hartnett, portraying a fisherman in the show where a mysterious sea creature terrorizes a small town, is the focus of the ad. While the advertisement appears in conjunction with Netflix billboards promoting the series, it prominently displays the official tourism logo of Newfoundland and Labrador.
Although the province initially did not confirm funding for the campaign, a tourism department spokesperson later clarified that they did not pay for it. However, they approved the use of their logo on materials promoting the Netflix series.
Real fishermen’s reactions to the ad were sought by CBC’s Laura Howells. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of local fishermen. He humorously remarked, “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? He’s pretty hot, but at the end of the day, I think we can give him a run for his money.”
Meanwhile, Uriah Alcock was less convinced, suggesting that some fishermen may not match Hartnett’s looks, jokingly mentioning, “Some are a bit more outta shape, a bit more guts.” Leon Abbott emphasized that beauty is subjective, stating, “Beauty is in the eye of the beholder.”
Josh Hartnett, having fond memories of filming in Newfoundland and Labrador, praised the warm reception he received during a special screening event at the Majestic theatre in St. John’s. He described the people’s hospitality as exceptional and genuine, vowing to carry that positive experience back to Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett shared his encounter with whales in the province, which left a lasting impression on him. He also entertained Fallon with a music lesson, teaching him the traditional song I’se the B’y. Despite Hartnett’s Minnesota roots, he playfully teased Fallon for his rendition, commenting, “[That was] a little bit too Irish.”
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