Sam Moore's Instagram account and Facebook page Ugly Ink went viral when he started posting images of classic Kiwi stereotypes.

They're characters that every New Zealander can relate to, including everyone's gran 'Helpful Beryl', dress code-breaker 'Wedding Kane', the forever helpful 'Office Jan', and rugged 'Hilux Surf Drew' among others.

Sam's humour in these images gently and affectionately pokes fun at Kiwi culture, providing many snorts of recognition.