Analysis - Michael Laws' views on women might be shared in the circles he runs in, but not by his leader Winston Peters.
By Jo Moir of RNZ
It was only a matter of time before the former MP and mayor-turned Platform shock-jock let his mouth run off to reveal how little regard he holds for women.
Many have labelled his comments misogynistic and sexist, and it's an uphill battle for anyone in New Zealand First to argue they're not.
When Laws first saw reporting of his personal attack on Opportunity leader Qiulae Wong and candidate Kayla Kingdon-Bebb he doubled down, saying on air he could tell the New Zealand Herald journalist who first published his comments was a woman under the age of 30 who studied sociology at university.
"If I've offended you this morning, you deserve to be offended," he went on.
That was before Peters said the comments were "unacceptable", prompting Laws to do a swift u-turn, saying he didn't intend to cause offence and was simply being "wry and puckish".
Later in the day Peters found his way to the Platform where he acknowledged Laws "made a bit of a silly mistake" and "used some silly words he's never used before".
"We're brassed off about it … why on earth would you say it at this time, there's plenty of other things he could've said, those weren't used."
Laws' comments won't surprise anyone who has followed the on-again-off-again politician's antics over the decades or spent five minutes listening to his broadcasts.
His selection as a New Zealand First candidate came with a big red warning sign around him - some in the party weren't shy about saying he would be a liability at some point or another.
Former Labour leader Phil Goff and Former National minister Wayne Mapp both said Winston Peters was "in damage control now" and needed to deal with the issue. (Source: Breakfast)
Peters is right the timing is terrible given many New Zealand First voters may not have cast their ballot yet, choosing instead like Peters to leave it much closer to election day.
But beyond the shoddy timing is what it says about the party - particularly its leader - if the consequences are nothing more than a telling off.
Peters is by far the most experienced politician in this campaign and comes from a different era to every other political leader he is competing against.
He was born in 1945 to his Māori father and Scottish mother and grew up with his siblings in Northland.
Peters is old-fashioned in so many way - he stands to welcome and bid farewell to women, insists his colleagues and staff give up their seat to guests, and prefers to pick up the bill than let others do so.
He's a privately proud father and grandfather and has dedicated a lot of his career to trying to get a better deal for the country's youngest and oldest generations.
He turns up to work in a full suit and tie, even at the weekend in countries with sweltering temperatures and humidity, much to the frustration of his staff who are obliged to do the same.
The small group of people Peters takes advice and wisdom from are largely women. They're the same ones who asked him to cut ties with former candidate Stuart Nash after his disrespectful comments toward National MP Katie Nimon and women in general.
New Zealand First enjoys hearty support from superannuants - many of those pensioners are women with conservatively held views and high standards as to what is acceptable language and behaviour.
Laws does not meet those standards with his comments on Wednesday - standards Peters himself holds dearly.
Peters may choose to ride this political storm out, hoping the proximity to election day means it won't affect the party vote and everyone will move on.
National leader Christopher Luxon has already ruled Laws out as a minister in any government he leads.
It's hard to imagine Peters choosing opposition benches over political office because of some duty to Laws.
Peters quickly cauterised the wound Nash opened with his derogatory comments earlier in the year and potentially saved some voters who may have chosen to go elsewhere if he'd let it slide.
Choosing to let Laws go unpunished is a gamble in such a tight election.
For Peters personally it's even more than that, it's turning his back on a lifetime of beliefs, gestures, and values.
SHARE ME