Newfoundland and Labrador tourism advertisements are embracing a new Hollywood approach. Departing from the traditional serene and sun-soaked image, the province’s latest campaign features A-list celebrity endorsement. Josh Hartnett, known for his role in the upcoming Netflix series “Below,” proudly points to a billboard in New York City’s bustling Times Square promoting Newfoundland and Labrador tourism with a witty caption, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
In the series, Hartnett portrays a fisherman in a small town plagued by an unknown sea creature. The tourism ad, bearing the official N.L. logo, is strategically placed alongside Netflix billboards promoting the show. While initially vague about funding, a tourism department spokesperson clarified that the province did not pay for the campaign but approved the use of its logo on assets promoting the Netflix series.
Curious about the real fishermen’s perspective, CBC’s Laura Howells sought opinions from local fishermen upon showing them the advertisement. Keith Boland, an experienced snow crab and cod fisherman, jokingly noted that the fishermen in Newfoundland and Labrador are an attractive bunch, aging like “fine wine.” Another fisherman, Uriah Alcock, humorously mentioned that while some may not resemble Hartnett, beauty is subjective, echoing Leon Abbott’s sentiment that “Beauty is in the eye of the beholder.”
Hartnett, appreciative of his time filming in the province, expressed his fondness for the warm reception he received. He shared his positive experience with the audience at a special screening event in St. John’s, emphasizing the open and hospitable nature of the locals. Hartnett’s admiration for the province has inspired him to carry that love and newfound knowledge back to Hollywood.
During a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett recounted his encounters with whales in Newfoundland and Labrador, which left a lasting impact on him. He even gave Fallon a music lesson, attempting to teach him the traditional song “I’se the B’y,” playfully poking fun at Fallon’s pronunciation. Hartnett’s genuine appreciation for the province shines through as he shares his experiences with a wider audience.
Overall, the unique blend of Hollywood glamour and Newfoundland charm showcased in the tourism ad captures the essence of the province’s picturesque landscapes and warm hospitality.