• The new Tourism NZ ad
    The new Tourism NZ ad

New Zealand’s tourism agency is seeking to edge out influencer-style photoshoots at tourism hotspots with a tongue-in-cheek campaign against “travelling under the social influence”.

In a video, the comedian Tom Sainsbury stars as a lone ranger in the “social observation squad”, chiding tourists for perpetuating tropes such as a hat-wearing woman in lavender field, a man quietly contemplating on a rock, and “a classic one in these parts: the summit spreadeagle”.

“We’ve seen all this before. We all have,” Sainsbury tells the couple caught posing with their arms and legs splayed out atop a mountain.

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