New Zealand is really bored of your Instagram posts.
The country has launched a new tourism campaign, urging travellers to stop mimicking photos they see online and "share something new" instead.
The call was made in a two-minute video, starring comedian Tom Sainsbury as a member of the "Social Observation Squad (SOS)." The official follows tourists to some of the country's most famous landscapes and urges them to stop traveling "under the social influence."
"I've been alerted to a situation that's been happening a lot lately," he says at the start of the campaign. "People have been seeing those photos on social media, and they're going to great lengths to copy them."