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Dominic Raab has been mocked online for “hilarious” Tory leadership video pitch with the central message of “fairness.”

Posted to his Twitter account on Tuesday, the video quickly went viral with many commenters adding memes and branding the choreographed pitch as “awkward”.

In the minute-long clip, Mr Raab stares at a group of people basking in the sun on a lawn before turning to face the camera and saying: “Fairness. For me that word means cutting taxes for the lowest paid.

“It means ending consumer rip-offs and it means cutting the cost of living for working families.

“Fairness also means getting a fairer deal from the EU as we leave so that we’re free to trade with growth markets of the future,” he continued.

The post quickly racked up thousands of likes and hundreds of comments, with social media users calling it “hilarious”.

Many Twitter users flagged up the “creepy” turn towards the camera at the beginning of the video.

One wrote: “what were you looking at before you turned to the camera?"

Journalist Mikey Smith posted a screenshot of Mr Raab’s side profile with the caption: “No, I'm going to change it up and have a Vitamin Volano today, thanks. Fairness!”

One social media user branded the video as an “absolute whopper” with another adding: “love the new sense of humour! It’s better than Theresa May’s dancing!"

Many commenters posted videos of animals and Sesame Street characters with the caption “Fairness!” mocking the former Brexit Party’s central message.

Mr Raab joins other Tory leadership hopefuls in what is set to be a fiercely competitive race to Downing Street.

Brexiteer Boris Johnson is the frontrunner to replace Prime Minister Theresa May after she announced she would be standing down last week.

The list of candidates will be shortlisted down to two finalists in a series of votes by Conservative MPs by the end of June, the party has said.

The last two then go to a postal ballot of all party members with a new leader to be in place for July.

They will then set out a new policy agenda at the Conservative Party conference in Manchester starting on September 29.