If you’ve never seen the New Zealand prime minister’s son – say HELLOOOO to Max Key.

The 21 year old is an aspiring model and DJ, and the son of Kiwi leader John Key. He’s also an outspoken opponent of smoking.

So imagine New Zealand’s reaction when he posted THIS to Instagram:

@remixmagazine #innovationissue

A photo posted by ????M ^ X K E Y (@maxkey_) on

Look closely. Yep, there is a CIGARETTE in his hand. Shocking.

It has stirred up debate on whether using a cigarette as a prop in a photoshoot promotes smoking, and the hypocrisy of Max if it does.

But really, who cares.

It has brought Max to our attention and we’re very thankful about that!!