Scott Morrison lifted ‘back in black’ social media campaign from New Zealand

This image shared by Scott Morrison on social media appears to be a direct copy of one made years ago by his political cousins across the ditch.

If imitation is the highest form of flattery, Scott Morrison’s political cousins across the ditch must be feeling mighty chuffed this week.

On Tuesday, the Prime Minister shared a black-and-white portrait of himself, with the phrase “back in black” printed across the bottom, across his social media channels.

It was to foreshadow the announcement in that night’s Budget of a projected return to surplus for the first time in 12 years.

But now it has emerged that the campaign is a direct copy of one rolled out in New Zealand by the National Party and then Prime Minister John Key almost five years ago.

Scott Morrison shared this image on his social media accounts on Tuesday.

John Key and the National government in NZ rolled out this campaign in 2014.

Mr Morrison’s attempt was widely panned by many due its resemblance of an album cover and for also appearing to show the PM sitting in a toilet cubicle due to its tight cropping and contrast, as well as his awkward pose, according to online critics.

By comparison, Mr Key’s photograph was well-received at the time and is of a higher standard — without the look and feel of a loo.

Despite that, the blatant copycat act was noticed by NZ Nationals member Sam MacDonald, who shared a side-by-side comparison on Facebook.

“How’s this!” Mr MacDonald, an accountant, wrote in a caption accompanying the images.

Scott Morrison's political cousins across the ditch have pointed out the copycat act.

New Zealand photographer Dave Richards shot the image of John Key at an event in 2014.

The portrait of Mr Key was taken by photographer Dave Richards at a Young Nationals event in 2014.

It was then used as part of a campaign to promote the government’s return to budget surplus later that year.

In his Budget, Treasurer Josh Frydenberg projected a surplus of $7.1 billion in 2019-20 — a celebrated achievement for the Coalition Government.

Mr Morrison is widely expected to call an election within the next week, possibly as early as this weekend, which would see the country go to the polls in mid-May.