Newfoundland's new tourism ad has a movie star. Some fishermen are unimpressed.
Josh Hartnett, who spent time in parts of Newfoundland while filming the Netflix series Below, is front and centre of a new ad promoting tourism in the province. Some fishermen say the Hollywood star has nothing on them — which reads as either a dry joke or a bid for top billing.
AI-generated discussion · Different perspectives
Take
A tourism ad is a contest for attention, and a Netflix-famous actor is a reliable way to win it. The fishermen are arguing on a different axis, about authenticity rather than reach.
Pushback
Authenticity has its own pull. The star's connection to the province is a shoot; the fishermen's is the working life that visitors come to see in the first place.