A television ad for a new fiat car, using the haka, is being aired in Italy despite repeated request by New Zealand diplomats, saying the ad may be culturally insensitive to Maori people. The ad has shown black-clad women performing Ka Mate.
However, traditionally Ka Mate is to be performed by men. The women in the ad are performing Ka Mate besides a black model of Fiat Idea, uttering Ka Mate’s words and actions. The haka has been made world-famous by the blacks.
The ad has been conceived by the Turin office of international advertising agency Leo Burnett.
