Of this Earth

September 2007



Cultural guidance: Selwyn Muru, Inia Maxwell at

Advertising Agency: TBWA\Whybin, Auckland, New Zealand
Executive Creative Director: Andy Blood
Art Directors: Andy Blood
Copywriter: Andy Blood
Photography: Ross Brown at Match
Retouching: Andy Salisbury at Cake
Illustration: Lewis Tamihana Gardiner, Phil Dron, David Partidge

Comments (38)

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Highest Rated

kgeiger's picture
Activity Score 7287


cp's picture
Activity Score 354

great art

Nthngmn's picture
Activity Score 626

I'm not a Rugby follower, nor am i from New Zealand, so can someone please tell me what's up with the ridiculous poses. 'Cause right now, to me, they're all dance fighting in unison........which would be kicka$$ anyway

Ed Mintone's picture
Ed Mintone
Activity Score 585

Welcome to the Haka (done before each match to intimidate their opponents)

Saatchis Wellington NZ.

Guest's picture

actually, it's not about rugby.
it's about gay man going straight to hell.
or did i miss something?

raverus's picture
Activity Score 1476

then learn about rugby before commenting. thank you.

Nthngmn's picture
Activity Score 626

Yeah, that's it bud. After seeing some unimportant ad on ads of the world I'm gonna go out and research why these men are performing these maneuvers. That's exactly what I'm gonna do. I have many a better thing to do with my time.

Sorry if I offended your beloved sport. Pretentious f*cker.

Rog's picture
Activity Score 6082

You've got a team in the 2007 Rugby World Cup, sunshine.
A bit more research might be a good idea, eh? ;)

>>>> That's not an ad. THIS is an ad.

Nthngmn's picture
Activity Score 626

Yeah, that's it. This grand sport of Rugby is certainly not a Canadian pasttime. Most of us couldn't care less. Myself included.

REJ's picture

Nthngmn, the Haka is a traditional Māori dance performed by the New Zealand ("All Blacks") rugby team before international games. The haka, whilst normally enjoyed by spectators, has been criticised as an unsporting attempt to intimidate the opposition before the match begins. They have two general hakas: "Ka Mate" and a relatively new one, "Kapa o Pango" with the latter being more rugby oriented.

According to Alan Armstrong, "The haka is a composition played by many instruments. Hands, feet, legs, body, voice, tongue, and eyes all play their part in blending together to convey in their fullness the challenge, welcome, exultation, defiance or contempt of the words."

"It is disciplined, yet emotional. More than any other aspect of Maori culture, this complex dance is an expression of the passion, vigour and identity of the race. It is at it's best, truly, a message of the soul expressed by words and posture.."

One of the initial refrains which the leader of the haka utters just prior to everyone performing the haka itself is shown below. These words simply serve to remind the performers how to comport themselves when they do the haka. They should be shouted out in a ferocious and staccato manner, designed to instil strength and determination into the performers, such that they enact the haka with the power and force required.

Ringa pakia
Uma tiraha
Turi whatia
Hope whai ake
Waewae takahia kia kino

Slap the hands against the thighs
Puff out the chest
Bend the knees
Let the hip follow
Stamp the feet as hard as you can

Hope this helps ;-)

Shane Smith's picture
Shane Smith

Just wanted to say thank you REJ for taking the time to enlighten us ignorant of the Haka. Your thorough explanation gives me a greater appreciation of the ad and makes me want to see it actually performed by the All Blacks.

Thanks again and best regards,


Cameron's picture

Why don't you give your source of this ad? It was posted at Best Ads on TV and you took it from them. Where were your moral values?

ivan's picture

It was sent in by a reader. Thanks for letting me know the source. I will add it as always.

Guest's picture

cameron, you're really starting to piss me off. shut up and rubbbb it

hang-the-dj's picture
Activity Score 1262

Where is your common sense?

Get over yourself, it's a site that displays new/cool/thought-provoking ads, you think the creators would be pissed at this being here? God Damn.

Boony wants a beer's picture
Boony wants a beer
Activity Score 380


People may get a bit pissed about their work appearing on here, not because it's been taken from bestads, but because of the anonymous cheap shots it gets subjected to from quite a lot of people on here.

Basically, they send it to bestads for exposure without having to put up with all the jealous hacks who try to shit all over it around these parts, but then for it inevitably wind up here anyway is a bit frustrating.

Guest's picture

i would never ever send in my work. not because of the guys who'd just call it "crap" without any further explanations/ suggestions. but because of the guys who find an ad that has (allegedly) been done before by some students years ago. happens from time to time, usually, the other users start to boo at this ad and the agency immediately as if they knew that the agency ripped it off.

hang-the-dj's picture
Activity Score 1262

Fair call Boony, but if you know that most of the hacks here don't know what they're talking about, you shouldn't really have a problem with getting slammed by anon losers.

If you're confident with your work, it shouldn't matter should it? Then again I can't talk, I've had nothing up here and don't know what it's like to get torn to pieces.

It is the web though, so any half decent ad will eventually end up here - you can't control that surely?

Boony wants a beer's picture
Boony wants a beer
Activity Score 380

Yeah, on a personal level I really don't care what people on this site say about my work, however I really don't like the thought of their poisonous slander influencing potential award show judges' opinions. Having said that, I'm well aware that realistically pretty much all judges are well above this petty shit anyway so it probably makes no difference, but it still sucks that it could.

Interesting how the great shredder campaign from AWARD last year (Keep secrets secret) has only just appeared on's done the award rounds now, so the creatives don't give a fuck if it cops flak anymore - they'll just point to their nice shiny pencils. Might be a coincidence that it's only now appeared, but interesting...

hang-the-dj's picture
Activity Score 1262

That would make any criticism easier to take, one hand on your mouse scrolling through the slander and one hand polishing your pencil.

Yeah, I can see the advatage to not sending stuff everywhere until it's been tested at awards.

Advertising Pawn's picture
Advertising Pawn
Activity Score 419

The sheer warmth and work on light on this picture is astounding.


Join the rarely updated ad orgy here:

Jesus's picture
Activity Score 2

es muy bueno el trabajo de imagen como de diseño

Algareto's picture
Activity Score 216

The Art Direction is truly mind blowing! Love it!

mattbing's picture
Activity Score 24

Not a football fan but this is a very cool poster.

mapliopl's picture
Activity Score 146

it's for rugby.

kgeiger's picture
Activity Score 7287

This looks really cool, no doubt.
But I for one would prefer not to have to read an entire wikipedia article to understand an advert... :(

Rej's picture

kgeiger: ur not the target audience, so you wouldn't have to read squat mate. if u don't understand it, turn the page. if u WANT to understand it, then u'll gladly "read an entire wikipedia article to understand an advert"

kgeiger's picture
Activity Score 7287


creative_catalyst's picture
Activity Score 110

Not an all black fan (mainly brcause they kick our arse all the time) but love the art. Well done.

Guest's picture

Powerful ads.

Love ads visit -

andrej dwin's picture
andrej dwin
Activity Score 937

picture perfect!
*the best skate/snow/surfing videos and pictures.
*updated daily!

AdArena: Sex Sells

gimli's picture

nz rox!!!!
does someone have a link to the allBlacks ad 2005 for the british lions tour? it shows the allblacks wrestling with real lions...

Guest's picture

oh my god. sorry but they're pathetic. testosterone-driven no-brainers

iT-iS-i's picture
Activity Score 1721

Sadly, besides the extraordinary art, there's pretty much nothing here... May we proceed... BTW, who's this cameron gimp? Give him a nappy and freakin tampon, let him go bicker and bitch elsewhere, perhaps where they show references to the sources of all their ads. F off mate!

Not even twenty tongue rings could (beep) with my speech...

:: Put your ears against the ground so i can walk over what you heard::

Boony wants a beer's picture
Boony wants a beer
Activity Score 380

If you ever actually bothered to watch a Haka you would know that this is definitely not nothing.

A Haka is fucking amazing. I'm Australian but am in awe every time I watch the All Blacks perform this pre game ritual. And in case you missed the point, the image is illustrating the spirits that a Haka summons from below. It's amazingly powerful stuff, even if in reality it's just a bunch of rugby meatheads doing a dance.

Guest's picture

sorry but due to their arsing around,this looks like a high-class laxative ad.
at least high-class!

Boony wants a beer's picture
Boony wants a beer
Activity Score 380


Guest's picture

i agree with IT is I. this has become a site where the HACKS come to vent their anger and frustration because even the worst work on here is better than what they're currently working on. jeez, it's tedious to read such crappy commentary.

Bobby Defect's picture
Bobby Defect
Activity Score 28

damn Great!

Haka - this is called: "Maori War Cry"
NZ-s used dance and sing in order to provoke warriorz souls!!!