New Zealand Police has apologised for a tweet in which this GIF of fictional businessman Michael Scott from The Office accompanied the text: "When we have to tell someone their family member has died in a crash".
Twitter users were unimpressed and quickly responded to the tweet.
The tweet, posted just after 1pm AEST on Monday, was deleted within an hour.
The account issued an apology tweet shortly after.
New Zealand Police has won awards for a social media campaign featuring viral dance recruitment videos.
An estimated 326 people died on New Zealand roads last year.
Gina Rushton is a breaking news reporter for BuzzFeed News and is based in Sydney.
Contact Gina Rushton at email@example.com.
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