Wicked Campers' vehicle designs have attracted the ire of many Kiwis, but most notably the National Party.

ANALYSIS: Wicked Campers isn't short of enemies at the moment, but their most powerful opponent is undoubtedly the Government.

The campervan rental company's offensive paint jobs have caught the eye of National MPs and ministers, who are working together to put an end to the explicit images and slogans.

The party's politicians have taken to the airwaves to decry Wicked, while exploring how local council bylaws, the chief censor's office and even credit card guidelines could be used to stop the company from offending Kiwis.

VIRGINIA WOOLF/Stuff.co.nz Wicked campervan parked on the beach at Kaiteriteri, Abel Tasman National Park.

So what's in it for National, and why have they taken such a strong stance?

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University of Otago political scientist Bryce Edwards says the outcry over Wicked Campers is unique, in that it has united Kiwis with very different political beliefs.

MONIQUE FORD / Fairfax NZ Social Development Minister Paula Bennett is among National MPs and ministers leading the charge against Wicked Campers.

Conservatives are upset about the "lewd and rather non-family-friendly messages out there in the community", while liberals are concerned by the misogynistic and sexist jokes on the Wicked vehicles.

"That is quite interesting - normally you don't have the likes of Family First in sync with feminists and other liberal activists."

Edwards says National's campaign against Wicked could help to boost the party's modern image, showing it standing up against "old-fashioned" attitudes and "beyond the pale" humour.

SUPPLIED National's Whangarei MP Shane Reti says he is concerned about how Wicked Campers' designs could dent New Zealand's tourism-friendly image.

He also sees the campaign as an extension of National's attempts to be seen as more female-friendly, best demonstrated by government minister Judith Collins "positioning herself as really the most outspoken feminist politician around".

It's that "moral high ground" that Edwards says is likely to outweigh any potential downsides about being seen to censor free speech.

Also helping National's cause is that Wicked Campers are seen as "serial offenders", having failed to comply with multiple rulings from the Advertising Standards Authority against the company.

"I don't think Wicked Campers really has any great defenders out there in the media or politics at the moment, and that's because they pretty much have offended across the board."

'DRAW A LINE IN THE SAND'

National's Whangarei MP Shane Reti, who has led the action against Wicked after receiving a complaint from someone in his electorate, says the company's repeat offending is a major factor in his efforts.

"At some point, we need to draw a line in the sand and say enough, and in my view, now was the time."

Reti says he is also worried that the slogans could "dent the image" of New Zealand's tourism industry, and sees the outcry from Kiwis as a vindication of National's approach.

"This has got support across [Parliament], it's got a groundswell of New Zealanders...we're looking to bring some tools to highlight aspects of this company and put some pressure on them."

'GET SLOGANS OFF OUR ROADS'

Government minister Paula Bennett, who has also been on the front lines against Wicked, says social pressure could be the most effective way to deal with the offensive images.

"Private businesses making up their own minds as to whether they want something like that in their campgrounds...I think that's a good pressure to go from a local perspective."

Bennett first started thinking about Wicked's vans in her role as associate tourism minister, before the issue became personal.

"Over the summer break, I started seeing them everywhere: I saw kids reading them, I saw my own grandkids kind of reacting to them, and I just decided I'd come back this year to find some way of getting these slogans off our roads."

RISK OF BACKFIRE

However, Edwards says there is a risk that the exhortations of National MPs could backfire.

It's currently unclear whether there are any legal powers to stop Wicked Campers from displaying their slogans, while the domestic campaign against the company could go over the head of overseas tourists likely to make up a large part of its business.

"What we might normally see is negative publicity could simply give that infamous edge to the company that they're after," Edwards says.

It's something Bennett is aware of: she says she "thought long and hard" before going public, but decided the chance to take the most offensive Wicked designs taken off New Zealand roads was worth the risk.

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