When he visited Queen Elizabeth II this year, the Daily Mail newspaper described "Kay" as a "galloping colonial clot" for breaking royal protocol by discussing his visit and releasing a photo of himself in the queen's private sitting room. Never mind that it wasn't Key, but a reporter who had taken and distributed the picture.
Then there was Key's goofy 2009 appearance on the Late Show with David Letterman, during which Key read out the top 10 reasons to visit New Zealand. Letterman asked the Prime Minister whether the nation was near Tasmania, how many years the plane ride had taken, and whether New Zealand got mail.
"Why is he out here Paul?" Letterman asked his band leader, Paul Shaffer.
Perhaps part of the problem for New Zealanders is that their country usually functions well enough not to receive the negative attention that keeps other nations in the media spotlight. Corruption, crime and unemployment are all low compared with other countries. Life, for the most part, is pretty good if a little quiet.
Director Peter Jackson, for one, has done his part to keep New Zealand in the international consciousness with his five films and counting about the fictional hobbits, elves and dragons that inhabit Middle-earth.
But New Zealanders' existential worry about their place in the world runs deep. The comedy duo Flight of the Conchords regularly tapped into this feeling. In one episode of their former HBO television series, a fruit vendor insults them after mistaking them for Australians.
For the record, New Zealand is a separate country.