Is ScoMo's Ocker Rebrand Fair Dinkum?
Baseball caps, daggy slang and policy on the run have been the main hallmarks of the new PM's short time in office.
On the surface, it kind of makes sense.
The Wentworth toff Malcolm Turnbull, Mr Harbourside Mansion, was derided by foes, commentators and voters as too upper-class, too out-of-touch with the regular voter, unable to connect with the working-class electorates of Queensland which are crucial to winning the next election.
So Scott Morrison went far the other way. Turnbull was bagged for his eloquent and elocution-fueled speech, like putting the word "you" in the middle of words like "enthusiasm"; Morrison keeps saying things like "fair dinkum".
Turnbull was referred to snidely by Labor as simply the top hat emoji; Morrison wears baseball caps (and lots of them, wherever he goes, emblazoned with the brand of whatever company he's visiting).
Turnbull drank fine wines and ate a meat pie with a knife and fork; Morrison sculled a beer at the cricket and devours meat pies with his bare hands.
Turnbull's middle name was 'Bligh', one of the most famous names of Australia's early days; Morrison dropped 40 percent of the letters in his name, and is trying to make everyone call him ScoMo.
But no matter how many Rip Curl or Hurley hats he dons, no matter how many kistchy Aussie slang sayings or thumbs-ups he shoehorns into conversations, no matter how many casual videos he records for his social media, there's one problem.
People don't seem to be buying it, which is a problem for a man who made his name as a marketing honcho.
Because the thing is, it all just seems.... inauthentic.
Small things are starting to pile up.
Despite all the hoopla about his QLD listening tour, riding around on a big blue bus with his face on the side of it... he's not even riding on the bus, with Fairfax revealing the PM and his staff were doing most of their travelling on VIP jets instead.
There's his effusive, almost performative praising of Australia, to the point he's given out flag lapel pins to his team (and is trying to do the same for military veterans).
But then his office didn't get around to including any Australian artists on a Spotify playlist assembled for a Sydney newspaper, and were forced to quickly clarify that, yep, the PM definitely does know and love Australian music and any insinuation to the contrary is wrong.
Then there's the one-take social media videos. The PM has variously manspread while perched on his desk, been rushed through a Parliament House corridor, or been clutching a tray of strawberries in the front of the bus -- this observer is not as harsh as some others have been.
Politicians should be praised for trying to get outside the typical obligatory "here I am in [insert electorate here] with [insert local member here]" picture on Twitter, and actually trying to engage with voters and explain issues.
Morrison came to power after internal backstabbing and a shady backroom party vote, not a general election, so it's in his best interests to try and appear open and transparent with voters.
He's trying to tell voters that he hates the "Canberra bubble", despite his entire political career being built on that very same bubble, so at least he's cognisant that people aren't enamoured of the constantly changing PMs.
On the other hand, others have compared his appearances in the daggy videos as being akin to David Brent, Ricky Gervais' bumbling and cringeworthy character in the British version of The Office.
So there's that.
Morrison is laying on the folksy charm a mile wide, but is it being exposed as being only an inch deep?
You'll notice we haven't touched on policy yet.
There's a reason. He hasn't announced much. Besides a hasty beefing-up of penalties for contaminating fruit, in the wake of the needles in strawberries scandal, it isn't clear what PM ScoMo's priorities are.
So far, most political moves have blown up in his face. The Turnbull-commissioned Ruddock review into religious freedoms, which Morrison -- as a proud churchgoer -- was in favour of, might see fewer of those freedoms.
The plan to honour veterans by giving them -- among other things -- priority boarding on airplanes was so thoroughly rubbished that Virgin announced a backtrack just 24 hours after trumpeting the policy.
Parliamentary disasters like his Senate colleagues "accidentally" voting for a racist Pauline Hanson "it's OK to be white" motion aren't helping either.
Morrison is set to face an election within months.
It's still to be seen whether this recent image makeover will win over the electorate, but so far, it's not exactly gone off without a hitch.