Boris Johnson is famed for being proudly papped in scenarios other politicians would cringe at. Think man stuck suspended 20-feet off the ground on a zip-wire.
But a bizarre picture of the London Mayor, who this week came out for the 'Leave' EU cause, is being used as official imagery to promote Britain's exit from the 28-member pack.
A stern-faced Boris appears on a campaign poster released by Leave.EU, one of the bodies calling for 'Brexit' ahead of the referendum, brandishing a brick!
Stood alongside the Westminster hardman are George Galloway and Nigel Farage. The ‘stay’ line-up boasts Jeremy Corbyn, David Cameron and Tony Blair.
Confused why campaigners chose the Boris brick picture? You're not alone.
Many commentators on social media couldn't struggles to fathom the rationale behind that particular photo of the Uxbridge bruiser.
why is Boris holding a brick pic.twitter.com/94znFoiTZZ— Elena Cresci (@elenacresci) February 23, 2016
This is... well. I'm not quite sure what this is. But anyway, why is Boris holding a brick? https://t.co/ss1sPHn946— Serena Cowdy (@SerenaCowdy) February 23, 2016
@JonnElledge What is the significance of the brick?— Helen Lewis (@helenlewis) February 23, 2016
Some mused about the motivation voters might have for switching sides to the 'Out' cause after they were dazzled by the poster's compelling campaign case.
"I was going to vote remain to protect jobs and the economy but now I've seen Boris holding a brick I'm not sure..." https://t.co/2mN0Gev3AE— The Media Blog (@TheMediaTweets) February 23, 2016
I don't have the data yet, but suspect that of all of these, it may be the brick who is the most trusted on Europe. pic.twitter.com/joCs5ImE2d— Joe Twyman (@JoeTwyman) February 23, 2016
The photo is actually from Johnson's 2014 address to delegates at the Conservative Party conference.
As if the story couldn't get much stranger, he spent most of his speech talking to the brick he produced on stage, telling it that it "would not be alone", an attempt to promote the party's commitment to housing stock growth.
A spokesperson for Leave.EU seemed perplexed there was any interest in the picture, telling HuffPost UK: "It's just a picture of Boris."
"I don't see anything to it...
"Quite aside from the brick."