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Your Instagram Clichés Are Not Welcome in New Zealand


New Zealand has released a humorous new tourism commercial that pokes fun at the tired old Instagram clichés that tourists on the island nation flood social media with. The 2.5-minute ad above is titled “Travelling Under the Social Influence.”

The video is part of Tourism New Zealand’s “Do Something New” campaign that was launched after the island closed its borders to outsiders amidst the COVID-19 lockdowns. It’s a push to get New Zealanders to travel and spend domestically.

In the ad, comedian Tom Sainsbury explains how people traveling New Zealand are going to great lengths to copy photos they see on social media, and that the country has deployed a new Social Observation Squad (S.O.S) to patrol tourist spots to put a stop to it.

“He’s on a mission to stop people from taking photos under the social influence,” the ad’s description says.

Agent Sainsbury and the S.O.S squad are working tirelessly to put a stop to photos such as “hot tub back shot,” “man sits quietly on the rock contemplating,” “hot dog legs,” and “the summit spread eagle.”

Just remember: friends don’t let friends travel under the social media influence.