A tourism video starring Fine Gael TD Richard Bruton has gone viral on social media with the former minister earning admiration for his toned physique.
The Dublin Bay North politician filmed a short promo extolling the virtues of his local area for staycationers. It was posted on the official Fine Gael Twitter account.
In the video, Mr Bruton describes the seaside stretch from Howth to Clontarf as the "jewel in the crown on the east coast of Ireland".
He tells viewers it is "a fantastic location if you want to stay at home this year".
Mr Bruton, 67, is filmed walking on Howth Hill, cycling on the seafront and diving into the water at Dollymount Strand.
"If you need something a bit more high octane than cycling, why not join me and come in here for a dip in Dollymount?" he asks. "Burn off all those extra calories for no cost whatever."
It is this section of the video, featuring Mr Bruton's toned torso, that has attracted widespread commentary on social media.
🐟 🚲 🏊♂️ @RichardBrutonTD shows you his top activities in Howth and the surrounding areas for your #Staycation2020.— Fine Gael (@FineGael) July 29, 2020
From October, you can avail of our new scheme on your food and accommodation costs.
More: https://t.co/8rzdSLqtM1 pic.twitter.com/jxsLpsQKT9
"Richard 'Beefcake' Bruton," declared one Twitter user. Another pondered "maybe we can look forward to an exercise video from ripper Bruton?"
"Clever Fine Gael campaign for the radical raising of the pension age," remarked another Twitter user.
"Nothing prepares you for Richard Bruton’s six pack. Nothing," declared another tweet.
Mr Bruton responded to the avalanche of tweets by joking: "I’m expecting an invasion of staycationers to the Northside after this!"
The video was promoting the Government's new Stay and Spend initiative this autumn, where people can get tax back for holidaying at home.
This is not the first time that a prominent Fine Gael politician has caused a social media storm by taking his top off.
Back in May, the then taoiseach Leo Varadkar was pictured picnicking with friends on a sunny day in Dublin's Phoenix Park with his top off.
Today, the Tánaiste was happy to jest about his colleague's body being in the spotlight.
Mr Varadkar retweeted the video and quipped: "Don't let Richard’s beach bod put you off availing of the Government’s Stay and Spend initiative this autumn!"