Newfoundland and Labrador’s tourism advertisements are embracing a touch of Hollywood glamour. The traditional peaceful and sunny imagery associated with the province is now being enhanced with the star power of A-list celebrities.
Josh Hartnett, known for his role in the upcoming Netflix series “Below,” was recently spotted pointing to a billboard in New York City’s Times Square that invites viewers to “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The fisherman depicted on the billboard is none other than Hartnett himself, portraying a fisherman in a small town plagued by an unknown sea creature in the show.
While the advertisement is featured alongside Netflix billboards promoting the series, it prominently displays the official Newfoundland and Labrador tourism logo. Despite initial ambiguity about whether the province funded the campaign, a tourism department spokesperson confirmed that they did not, but did approve the use of their logo on the materials promoting the Netflix show.
Curious about the reaction of real fishermen to this portrayal, CBC’s Laura Howells ventured out with a photo of the advertisement to get their thoughts. Keith Boland, a snow crab and cod fisherman, expressed confidence in the attractiveness of local fishermen, remarking on their aging process and suggesting they could hold their own against Hartnett’s portrayal.
In contrast, Uriah Alcock was more reserved, acknowledging that some fishermen may not fit the Hollywood stereotype, all with a smile. Leon Abbott emphasized the subjective nature of beauty, stating that it lies in the eye of the beholder.
Hartnett, who filmed in Newfoundland and Labrador for the series, shared fond memories of his time in the province during a special screening event in St. John’s. He described the warm reception and hospitality he received from locals, which left a lasting impression on him.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounters with whales in the province, leading to a perspective shift. He also playfully engaged Fallon in a rendition of the traditional Newfoundland song “I’se the B’y,” offering a light-hearted music lesson on the show.
Hartnett’s positive experiences in Newfoundland and Labrador have influenced his perspective and interactions in Hollywood, demonstrating the lasting impact of his time in the province.