Newfoundland and Labrador’s tourism advertisements have taken a Hollywood twist. The tranquil and sunny imagery that the province is famous for is now featuring some famous faces. Josh Hartnett, the lead of the upcoming Netflix series Below,, was spotted pointing to a billboard in Times Square, New York, promoting Newfoundland and Labrador. The billboard humorously reads, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The fisherman depicted is none other than Hartnett himself, portraying a fisherman in the show where a mysterious sea creature causes chaos in a small town.

The advertisement, showcasing both the Netflix series and the official N.L. tourism logo, sparked curiosity about the province’s involvement in the campaign. A spokesperson for the tourism department clarified that the province did not pay for the campaign but approved the use of its logo on the promotional materials for the Netflix show.

Real fishermen had mixed reactions to the ad. Keith Boland, a snow crab and cod fisherman, jokingly commented on the attractiveness of the local fishermen, saying they are aging like fine wine and can give Hartnett a run for his money. Uriah Alcock was less convinced, noting that not all fishermen may match Hartnett’s good looks. However, Leon Abbott emphasized that beauty is subjective.

Hartnett has expressed his fondness for filming in the province, praising the warm reception he received from the locals. He described the people as open and hospitable, creating a natural and welcoming environment. The actor shared his experiences with whales and even gave Jimmy Fallon a music lesson on the traditional Newfoundland tune I’se the B’y during a recent appearance on The Tonight Show Starring Jimmy Fallon.

Hartnett’s positive experiences in Newfoundland and Labrador are influencing his work in Hollywood, highlighting the warm reception he received and the unique encounters he had during his time in the province.