David Cameron: Prime Minister becomes catalogue man in most comically staged photoshoot of his career

Was Cameron's plan to rope in some ordinary-looking types to promote the Help To Buy scheme? It appears to have gone laughably awry...

The 'point and stare' is a pose in any retro model's arsenal of killer catalogue moves. And the PM's, apparently.

If his career was modelling rollnecks for a 1980s knitwear brand, the "point and stare" would have the money shot.

Getting down with the lads on construction - Cameron talks balconies and brickwork.

But alas, he is the Prime Minister, and as such, this collection of comically staged photographs will be filed away among the most cringe-worthy of his political career.

Action shot: Cameron extends hand of home help, gets rejected by child.

David Cameron’s initial plan was to rope in some ordinary looking types – a young (perhaps single?) mother and child, and a bunch of lads from a local construction site – to promote his latest Help To Buy housing scheme.

Laughing with tea and biscuits. Classic.

That’s the government-backed initiative that assists first-time buyers in making their initial purchase with mortgage guarantees, equity loans and shared ownership. Or so says the website.

Laying down foundations for a solid mortgage... In a playroom. With a toddler. And a play mat.

What isn’t immediately clear from Help To Buy is whether taking part in the scheme involves having a red-cheeked politician follow you around for a fun-filled afternoon of looking at stuff in trees that doesn’t exist, tidying playrooms and laughing at tea while you force-feed your small child biscuits. Because presumably, thanks to the housing scheme, you can afford those now.

Counting how many houses it would be possible to build on a barren industrial site where no-one in their right minds would ever want to live. With people in yellow jackets. We make that six, then, Sir.