The blond bombshells came thick and fast this morning, with Donald Trump landing in the United Kingdom just before Boris Johnson's Tory leadership campaign hit social media in earnest.

Alongside a string of fresh endorsements from fellow MPs, the Back Boris campaign released its first video for Mr Johnson's social media followers. This marks the liveliest level of activity from his camp yet.

The most attention Mr Johnson has been getting until now has been due to the attacks from other candidates, such as Rory Stewart. His relative silence, the eminent exception of his Telegraph columns, has been understandable. As the frontrunner, he has a lot to lose by firing back at his junior rivals, as David Cameron found to his cost in 2010 when he agreed to share the same debate stage with Nick Clegg.

But Mr Johnson's video shows that he knows he cannot stay out of the fray any longer, as he has now made his first leadership pitch on camera.

In contrast to the likes of Michael Gove, who put out a tub-thumping two minutes summary of his record delivered by the Environment Secretary directly addressing the camera, Mr Johnson is distinctly more low-key. He is shown in constant conversation with voters (a subtle reminder to any MPs watching about his ease with the electorate), talking about Brexit, education funding (a theme he explores in today’s paper) and making sure to show off his track record in office by talking up what he did as Mayor of London.