Newfoundland and Labrador’s tourism ads have taken a cinematic turn, incorporating A-list celebrity appeal. Departing from the traditional serene imagery, the province’s new campaign features Josh Hartnett, the lead in the upcoming Netflix series, “Below,” standing beside a billboard in New York City’s bustling Times Square. The billboard humorously states, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
In “Below,” Hartnett portrays a fisherman in a small coastal town grappling with an enigmatic sea creature wreaking havoc on the community. While the advertisement is strategically placed near Netflix billboards promoting the show, it prominently features the official Newfoundland and Labrador tourism logo.
Although initial reports were ambiguous about the funding source for this unique marketing strategy, a spokesperson from the tourism department clarified that the province did not finance the campaign. However, they confirmed that the department was aware of the advertising and authorized the use of its logo on materials promoting the Netflix series.
To gauge the reaction of real fishermen to this Hollywood portrayal, CBC’s Laura Howells solicited feedback from individuals in the fishing industry. Keith Boland, a seasoned snow crab and cod fisherman, expressed pride in the attractiveness of local fishermen, jokingly attributing their appeal to factors like weather conditions and hard work. Another fisherman, Uriah Alcock, humorously noted that while some may have a more robust physique, beauty is subjective, as highlighted by Leon Abbott.
Hartnett, who has fondly reminisced about his filming experience in Newfoundland and Labrador, praised the warm reception he received during a screening event in St. John’s. He emphasized the genuine hospitality and openness of the locals, an experience that left a lasting impression on him.
During a recent appearance on “The Tonight Show Starring Jimmy Fallon,” Hartnett shared his awe at witnessing whales in the province, an encounter that reshaped his perspective. Additionally, he engaged Fallon in a musical session, teaching him the traditional song “I’se the B’y.” Despite some playful banter, Hartnett, originally from Minnesota, guided Fallon through the Newfoundland tune.
Overall, Hartnett’s positive encounters in Newfoundland and Labrador have inspired him to carry that warmth and knowledge back to the entertainment industry in Hollywood.