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- The Guardian,
- Monday December 11 2000
A brewery has had to drop a multimillion-pound TV advertising campaign for an alcoholic fruit drink after a row with the New Zealand government.
The advert for Reef alcopop featured eight women in bikinis on a beach performing a version of the haka and suggested that drinkers "go native".
The New Zealand high commission in London wrote an angry letter to Reef's manufacturer, Bass, saying the advert was culturally insensitive because the haka, a traditional Maori war dance, was not performed by women.
Last year the Spice Girls were also criticised for performing the dance while on holiday in Bali, although the latest portrayal was considered far more offensive because of the alcohol.
Bass has said the advert will be withdrawn by January 4, but dissatisfied New Zealand officials replied that it should be dropped immediately.
Last night the high commission said it had been deluged with complaints from expatriates. In the New Zealand Herald newspaper, the ad was branded "demeaning and racist". A high commission spokesman, Rob Hole, said: "The haka is a revered ceremony, and is certainly not associated with the selling of booze. The advert shows great disrespect to our country and traditions. I am not happy the ad will carry on until January, and we are demanding that it is pulled now." While a number of Pacific islands have versions of the haka, Mr Hole said the ad was clearly identifiable as a Maori haka.
A Bass spokesman, Scott Wilson, said the company respected global traditions and cultures, and had decided to withdraw the ad, part of a £7m campaign to promote Reef.
"As an experienced international company, we are culturally aware and certainly did not set out to offend anybody. The advert is about portraying free-thinking British women. It was not set in New Zealand, it was shot in Brazil.
"We wouldn't deny that it takes inspiration from the haka, but we are not trying to claim that this is New Zealand women doing the haka. It is a very eclectic group of ladies, and they are certainly not trying to ape New Zealand culture. Obviously we have taken complaints on board. The advert will be off air on January 4." He confirmed there had been a call to stop before then, and said Bass was reviewing its plans.
