He is a cartoon character isn't he.
Capable of awful gaffes, whopping lies and dreadful policies that hurt a lot of people (well, his Government is) but he comes across as a boisterous, bumbling charmer who means well even when he talks nonsense. Like a kind of mad uncle most people wouldn't mind having in their extended family.
Totally unlike Trump, who is just arrogant, flinty and mean.
That hair too - Boris deliberately ruffles it just before he appears in public anywhere. And it works.
It adds to his bizarrely disarming charm.
Those pasty faced EU bureaucrats never stood a chance once he took over from the well-meaning Theresa May.