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Newfoundland and Labrador tourism ads have gone Hollywood.
The serene, sun-soaked, clothes-on-the-line campaign that the province has been known for is enlisting some A-list star power.
Josh Hartnett, star of the upcoming Netflix series Below, pointed to a billboard in New York City’s Times Square that reads, “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?”
The fisherman in question is Hartnett from the show, in which he plays — what else? — a fisherman in a small town where “an unidentified sea creature” begins to terrorize residents.
The ad appears alongside Netflix billboards promoting the show, but it has the official N.L. tourism logo on it. The tourism department has not yet provided a statement to CBC in response to questions.
Fisherman Keith Boland says he and others are aging like ‘fine wine.’ (Danny Arsenault/CBC)
So, what do real fishermen think?
The CBC’s Laura Howells, armed with a photo of the advertisement, headed out to see what real fishermen thought.
Keith Boland, who catches snow crab and cod, thinks fishermen in this aren’t lacking in the looks department.
“Yeah, we’re pretty attractive people for sure … we’re aging well, I must say. I don’t know if it’s the weather, or the hard work, who knows?” Boland said.
“He’s pretty hot, but at the end of the day I think we can give him a run for his money.”
Uriah Alcock says he isn’t sure if fishermen are all as good looking as Josh Hartnett. (Danny Arsenault/CBC)
Uriah Alcock isn’t as sure.
“Some are a bit more outta shape, a bit more guts,” he said, smiling.
But Leon Abbott says let’s remember what’s most important.
“Beauty is in the eye of the beholder.”
A soft spot for the Rock
Hartnett has spoken of his time filming in the province fondly.
“It’s the warmest reception I’ve ever had in any place I’ve ever been for film in my life,” he told the audience at a special screening event at the Majestic theatre in St. John’s in September.
“People here are so open and hospitable in a way that felt completely natural and not just for me.”
Hartnett is taking that love — and knowledge — back to Hollywood.
Josh Hartnett points to his N.L. tourism ad in Times Square in New York City. (Netflix)
On a recent appearance on The Tonight Show Starring Jimmy Fallon, Hartnett told the host about how he saw whales while in the province.
“It looked like they were studying me, and it sort of changed my whole perspective. It was incredible,” Hartnett said.
Then the movie star launched into a music lesson — teaching Fallon how to sing I’se the B’y.
Fallon gave it a go, but even Hartnett — who is from Minnesota — gave him grief.
“[That was] a little bit too Irish,” he said.
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