New Zealand is proud of its global brand, with its images of pristine lakes, mountain ranges and talented Kiwis.
But what do moments like the sex toy thrown at Steven Joyce do for Brand New Zealand?
Most days New Zealand quietly slips under the global radar. Thousands of drunk Kiwis closing London streets for Waitangi Day barely rouses attention.
But there are some days the rest of the world simply cannot resist. The Prime Minister pulling ponytails does it; women MPs forced out of Parliament did it.
Driving dogs was a no-brainer, and now a sex toy slapping a minister's face has gone global.
But most people Newshub spoke with in London still said Lord of the Rings was the first thing they thought of when they thought of New Zealand -- not sex toys or ponytails.
And although Lord of the Rings still tops the charts, that's potentially tainted now.
But fret not, Kiwis overseas that know big brands say big Brand New Zealand is safe.
"The more that makes it over here the better," says brand communications manager Rebecca Mitchell. "I'm very proud to be a New Zealander. I'm very proud when we make the news. Generally it's a good thing. If it makes people laugh, then that's great, and hopefully sparks some smart conversation off the back of it."
That includes sex toys, ponytails and all.
"All publicity is good publicity," says PR consultant Daniel Eb. "I don't know if people will want to visit New Zealand for our pink dildo industry, but at the end of the day it's good to get our name and brand out there. If it's associated with this humorous offbeat tone, why not? I think that's a good thing."
So, John Oliver, bring it on.
Newshub.
