Newfoundland and Labrador tourism advertisements have taken on a Hollywood twist. The calm and sunny imagery that the province is known for is now enhanced by the presence of A-list celebrity Josh Hartnett. Hartnett, known for his role in the upcoming Netflix series “Below,” was featured on a billboard in New York City’s Times Square promoting a visit to Newfoundland and Labrador. The billboard humorously suggests that all the province’s fishermen resemble Hartnett. In the show, Hartnett portrays a fisherman in a small town facing challenges from an unidentified sea creature.
Although the advertisement is displayed alongside Netflix billboards for the show, the official Newfoundland and Labrador tourism logo is prominently featured. While there was initial ambiguity about whether the province funded the campaign, a spokesperson clarified that they did not pay for it but approved the use of the tourism logo on assets related to the Netflix series.
Real fishermen in the area had mixed reactions to the ad featuring Hartnett. Keith Boland, a snow crab and cod fisherman, humorously remarked that local fishermen are indeed attractive and aging well, attributing it to the weather and hard work. On the other hand, Uriah Alcock expressed uncertainty about whether all fishermen match Hartnett’s good looks, noting that some may have a different physique. Leon Abbott emphasized that beauty is subjective and varies from person to person.
Josh Hartnett has expressed his appreciation for filming in Newfoundland and Labrador, describing it as the most welcoming experience he has had in his film career. He praised the warmth and hospitality of the people, which felt genuine and not just for show. Hartnett shared his positive experiences with the province on a recent appearance on “The Tonight Show Starring Jimmy Fallon,” where he recounted encountering whales and even taught Fallon to sing a traditional Newfoundland song. Despite Hartnett’s origins in Minnesota, he playfully corrected Fallon’s rendition, calling it “a little bit too Irish.”
Hartnett’s affection for Newfoundland and Labrador is evident, as he carries the fond memories and experiences back to Hollywood. His enthusiastic endorsement of the province is likely to attract more attention and interest from a global audience.