Newfoundland and Labrador’s tourism advertisements have taken a Hollywood twist. The traditional and peaceful campaign that showcased sun-soaked scenes with clothes on the line is now featuring A-list celebrity endorsement. Josh Hartnett, known for his role in the upcoming Netflix series “Below,” proudly pointed out a billboard in New York City’s Times Square that promotes visiting Newfoundland and Labrador with a catchy tagline, “All our fishermen look like this. Don’t yours?”
The advertisement cleverly features Hartnett portraying a fisherman in the show, where he plays a fisherman in a small coastal town facing a mysterious sea creature threat. While the ad is displayed alongside Netflix billboards promoting the series, it prominently carries the official Newfoundland and Labrador tourism logo.
Though initially ambiguous about the funding of the campaign, a spokesperson for the tourism department clarified on Friday that the province did not pay for it. However, they confirmed that they were aware of the advertising and approved the use of their logo on the assets promoting the Netflix series.
Real fishermen’s opinions were sought on the campaign. Keith Boland, a fisherman who catches snow crab and cod, expressed confidence in the attractiveness of local fishermen, noting their good looks and aging like “fine wine.” On the other hand, Uriah Alcock had doubts about whether all fishermen were as good-looking as Josh Hartnett, mentioning varying physical shapes and sizes among them.
Despite differing opinions, Leon Abbott emphasized the subjective nature of beauty, stating that “Beauty is in the eye of the beholder.”
Josh Hartnett, reflecting on his filming experience in Newfoundland and Labrador, expressed his deep appreciation for the warm reception and hospitality he received during his time there. He shared his positive experiences at a special screening event in St. John’s, highlighting the genuine openness and hospitality of the local people.
Hartnett’s affection for the province was evident as he spoke about his encounters with whales and even shared a music lesson on “The Tonight Show Starring Jimmy Fallon,” teaching the host the traditional song “I’se the B’y.” The actor’s bond with Newfoundland and Labrador continues to influence his work in Hollywood positively.
Overall, the fusion of Hollywood glamour with Newfoundland and Labrador’s scenic beauty has created a captivating narrative that celebrates the province’s charm and allure.
