Newfoundland and Labrador’s tourism advertisements have taken on a Hollywood twist. The traditional calming campaign showcasing sunny landscapes and clothes hanging on lines 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 Times Square, New York City, inviting people to “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The fisherman depicted on the billboard is none other than Hartnett himself, portraying a fisherman in a small coastal town plagued by a mysterious sea creature in the show.

While the advertisement is displayed alongside Netflix billboards promoting the series, it prominently features the official Newfoundland and Labrador tourism logo. Despite initial ambiguity regarding the funding of the campaign, a spokesperson from the tourism department clarified that the province did not pay for it but approved the use of its logo on materials promoting the Netflix series.

Curious about the response from real fishermen, CBC’s Laura Howells sought out their opinions. Keith Boland, a fisherman who catches snow crab and cod, humorously remarked that the fishermen in the area are not lacking in attractiveness. Another fisherman, Uriah Alcock, expressed uncertainty about whether all fishermen match Hartnett’s good looks, mentioning variations in physique among them. However, Leon Abbott emphasized that beauty is subjective and varies from person to person.

Josh Hartnett has expressed his fondness for filming in Newfoundland and Labrador, describing it as the warmest reception he has ever received on a film set. He praised the openness and hospitality of the locals during a screening event in St. John’s. Hartnett, impressed by his experiences in the province, shared anecdotes about encountering whales and even taught a traditional song, I’se the B’y, to Jimmy Fallon on The Tonight Show Starring Jimmy Fallon. Despite Fallon’s attempt at singing, Hartnett playfully critiqued his rendition.