New Zealand asks tourists to stop copying others' travel photos

New Zealand is officially tired of your Instagram selfies.

The country has launched a fresh tourism campaign, encouraging travelers to stop replicating photos they find online and instead 'share something original.'

The message is delivered in a two-minute video featuring comedian Tom Sainsbury, who plays a member of the 'Social Observation Squad (SOS).' The character follows tourists around New Zealand’s iconic landscapes, urging them to stop traveling 'under the social influence.'

“I’ve been notified about a recurring problem,” he says in the video. “People are seeing these social media photos and going to extreme lengths to recreate them.”

“You know the ones,” he says, listing off some of the most overused social media clichés. “Hot tub back shot. Man sitting alone on a rock, contemplating. Hot dog legs.”

The video is part of New Zealand’s ongoing 'Do Something New' campaign. Past editions have featured a song by local stars Madeleine Sami and Jackie van Beek.

The campaign arrives at an awkward moment for tourists, as most international visitors are still banned from entering the country.

On Tuesday, Prime Minister Jacinda Ardern announced that New Zealand's borders would remain closed for most of the year due to the ongoing Covid-19 pandemic, though travel arrangements with neighboring Australia and other Pacific nations will be pursued.

“Considering the global uncertainty and the slow vaccine rollout, we expect our borders to stay affected for much of the year,” Ardern stated during a news briefing.

For travel to resume, authorities needed either proof that vaccinated individuals can't transmit Covid-19, which is still uncertain, or enough of the population must be vaccinated to ensure it's safe for people to return to New Zealand. A travel bubble with Australia has been operational since October.