Newfoundland and Labrador’s tourism advertisements have taken a cinematic turn. The traditional peaceful and sunlit campaigns that the province was known for have now incorporated some high-profile celebrity appeal. Josh Hartnett, starring in the upcoming Netflix series “Below,” proudly showcased a billboard in New York City’s Times Square promoting a visit to Newfoundland and Labrador. The billboard humorously states, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The featured fisherman is none other than Hartnett himself, portraying a fisherman in a small town haunted by an unidentified sea creature in the show.
While the ad is displayed alongside Netflix’s promotions for the series, it prominently features the official tourism logo of Newfoundland and Labrador. Although initial inquiries about the province’s involvement in funding the campaign were dodged, a tourism department spokesperson later confirmed that Newfoundland and Labrador did not pay for the advertisement. However, they acknowledged and approved the use of their logo on materials promoting the Netflix series.
Curious about the real fishermen’s opinions, CBC’s Laura Howells ventured out with a photo of the ad to gauge their reactions. Keith Boland, a snow crab and cod fisherman, jokingly noted that the local fishermen are not lacking in attractiveness. He mentioned, “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.”
On the other hand, Uriah Alcock expressed uncertainty, stating, “Some are a bit more outta shape, a bit more guts.” However, Leon Abbott emphasized that beauty lies in the eye of the beholder.
Hartnett, who has cherished his time filming in Newfoundland and Labrador, praised the warm reception he received in the province. He shared his positive experience with the audience at a special screening event in St. John’s, highlighting the hospitality and openness of the people. Hartnett’s admiration for the province has inspired him to bring that love and understanding back to Hollywood.
During a recent appearance on “The Tonight Show Starring Jimmy Fallon,” Hartnett recounted his whale-watching experience in Newfoundland and Labrador, which profoundly impacted him. He also entertained the audience by teaching Fallon how to sing “I’se the B’y.” Despite Fallon’s attempt, Hartnett, originally from Minnesota, playfully teased him about his rendition.
In conclusion, the fusion of celebrity endorsement and Newfoundland and Labrador’s scenic beauty has created a buzz, showcasing the province’s charm to a wider audience.