Newfoundland and Labrador’s tourism advertising has taken a Hollywood turn, adding some star power to its traditional serene and sun-soaked campaigns. Josh Hartnett, known for his role 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 suggests that all fishermen in the province resemble him, the character he plays in the show, where he portrays a fisherman in a small town facing a mysterious sea creature.
Although the advertisement is displayed alongside Netflix billboards for the series, it features the official N.L. tourism logo. The province’s tourism department, while initially not confirming if they funded the campaign, later clarified that they did not pay for it but approved the use of their logo on the materials promoting the Netflix show.
To gauge real fishermen’s reactions, CBC’s Laura Howells gathered opinions with a photo of the advertisement. Keith Boland, a fisherman catching snow crab and cod, expressed that Newfoundland fishermen are indeed an attractive bunch who seem to age well. On the other hand, Uriah Alcock humorously pointed out that not all fishermen may match up to Josh Hartnett’s looks, mentioning some might be a bit more out of shape.
Notably, Josh Hartnett has expressed his warm feelings towards filming in Newfoundland and Labrador, describing it as the most welcoming place he has been for film production. His positive experiences in the province have left a lasting impression on him, which he shared in a recent appearance on The Tonight Show Starring Jimmy Fallon. Hartnett recounted his encounter with whales during his time in the province, emphasizing how it transformed his perspective. Additionally, he entertained Fallon with a music lesson, teaching him to sing the traditional Newfoundland folk song I’se the B’y.
Hartnett’s genuine appreciation for the province’s hospitality has inspired him to carry those sentiments back to Hollywood, where he continues to share his love for Newfoundland and Labrador.