The billboard in New York’s Times Square shows actor Josh Hartnett with the words “Visit Newfoundland and Labrador. All our fishermen look like this. Don’t yours?” The ad includes the official Newfoundland and Labrador tourism logo and appears next to Netflix ads for Hartnett’s series “Below.”

Tourism officials have not responded to CBC’s questions about why the province chose the ad.

Local fisherman Keith 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 added, “Some are a bit more outta shape, a bit more guts,” while Leon Abbott reminded everyone that “Beauty is in the eye of the beholder.”

Josh Hartnett said the province gave him “the warmest reception” and praised the people as open and hospitable.

Using a famous actor shows the tourism board wants to attract visitors with a familiar face, but the mixed reactions from fishermen show how a community’s own image can differ from a marketing picture.