Newfoundland and Labrador’s tourism advertisements have taken on a Hollywood flair. The traditional serene and sun-soaked image of the province has received a boost from some A-list star power. Josh Hartnett, the lead actor in the upcoming Netflix series “Below,” proudly showcased a billboard in the heart of New York City’s Times Square bearing the message, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The featured fisherman on the billboard is none other than Hartnett himself, portraying a fisherman in a small town grappling with a mysterious sea creature in the show.
While the advertisement is displayed alongside Netflix billboards promoting the series, it prominently features the official Newfoundland and Labrador tourism logo. At present, the tourism department has refrained from issuing a statement in response to inquiries from CBC.
Real-life fishermen were sought out to gauge their reaction to the campaign. Keith Boland, an experienced snow crab and cod fisherman, expressed his amusement and confidence in the attractiveness of the local fishing community. “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?” Boland remarked. He acknowledged Hartnett’s appeal but believed that the local fishermen could hold their own.
Uriah Alcock, on the other hand, remained cautious in his assessment. “Some are a bit more out of shape, a bit more guts,” he remarked with a grin. Leon Abbott emphasized the subjective nature of beauty, stating, “Beauty is in the eye of the beholder.”
Josh Hartnett has expressed his affection for Newfoundland and Labrador, recalling his positive filming experience in the province. During a special screening event at St. John’s Majestic theatre in September, he shared, “It’s the warmest reception I’ve ever had in any place I’ve ever been for film in my life.” Hartnett praised the open and hospitable nature of the locals, which resonated with him deeply.
In a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett reminisced about his encounters with whales in the province, describing the experience as transformative. He also amused the audience by teaching Fallon how to sing the traditional Newfoundland song “I’se the B’y.” Despite Fallon’s attempt, Hartnett, hailing from Minnesota, playfully critiqued his Irish-infused rendition.
The actor’s positive impressions of Newfoundland and Labrador are poised to influence Hollywood as he carries his love and insights back to the entertainment industry.