The sincerest form of flattery?

Last updated 08:47 24/02/2010

Maybe it's because we are a young country but it strikes me that we Kiwis can be quite precious about how our culture is perceived on a world stage.  We are so very keen to be well thought of.  Our country is "beautiful".  Our people are "friendly".  Our sheep are pretty, I mean, make nice Untouched World jumpers for Bill Clinton to wear.

You're allowed to like us, rest of the world, in fact, you are obliged to.  As a nation we are that nice, pretty girl in the class whom you couldn't find too much fault with even though deep down you were a bit jealous of how nice she was and secretly you would have given anything to have a really good, meaty reason to hate her but you couldn't get away with that because then, for sure, everyone would see you for the shrew that you are.  Yes, non-New Zealand Earth, you can come and visit us, wearing whatever you like, but we don't want you to like us so much that you feel like appropriating our cultural icons for your own evil, capitalist purposes.  Capitalist purposes like trying to get Japanese people to drink sugar-free carbonated beverages.

To me, this is the Catch-22 of being an outward-looking people.  We want to be popular, to have the word "Kiwi" or "New Zealand" conjure up positive connotations, but the natural consequence of this is a desire by others to emulate us.

Somehow this has manifested as a troupe of Japanese Riverdancers dressed as Elektra whipping their hair at some quasi-All Blacks to the strangely incongruous slogan of "Wild Health".  So, I'm pretty sure none of us saw that coming.  Not when every second hipster looks like they could win a Flight of the Conchords lookalike competition and there are plenty of "hobbits" walking about on the streets.  No, a dance-off between Jennifer Garner wannabes and the Japanese chapter of the Patea Māori Club probably wasn't what we had in mind.  Still, it being a Japanese campaign, they were hardly likely to use Whale Rider as inspiration, were they?

For the record, I'm not offended by the Japanese Coke ad, though I don't know if I'm flattered by the imitation either.  It's just a bit confusing.  The slogan of "Wild Health" makes me think of David Attenborough foraging about in the jungle tracking down a rare species of vitamin supplements rather than the fizzy caffeine treat that I sometimes partake of, all the while hoping that the fake sugar in it isn't slowly giving me a tumour.  Coke Zero = Wild Health?  For me, Coke Zero = Not Falling Asleep At Work.  End of story. Not to mention that I'm feeling more than a little disgruntled that the spectre of Elektra has been brought to mind by the dancers' outfits (it was a really crap movie that I regretted spending money to see almost immediately, despite the presence of Goran Visnjic). 

So what do you think about the ad in question?  Puzzling, flattering or offensive?  Should the NZRU be worried about the purity of their "brand" being besmirched by its association with a soft drink that it already endorses, or might concern be better placed elsewhere?

47 comments
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Graeme   #1   08:59 am Feb 24 2010

I totally agree, Elektra was a terrible movie! The whole this advertising the hot red jump suit and she barely wears it in the whole movie! Rip off!

As for the advert, haven't seen it but really, who cares? It's kind of cool that another country was so impressed by our culture that they decided to use it in an advert.

Karlos   #2   09:14 am Feb 24 2010

My feelings are somewhere between puzzled and flattered! I didn't think their Haka was that bad - that movie Invictus had a way more embarrassing version of it at the end.

It's funny how us Kiwis can be quite precious about how we're perceived on a world stage. Like everytime someone famous from overseas visits the firt question the media ask them is "So what do you think of NZ?" and they always answer "It's so beautiful, the people are so friendly" etc. Just once I'd like to hear them answer "I hate it, the weather is bad and the people aren't very friendly!"

paul   #3   09:19 am Feb 24 2010

This just in... The Japanese don't care what we think. Vis a vis - Whaling.

Davo   #4   09:25 am Feb 24 2010

I don't think the Rugby Union have any right to be annoyed. It was not their haka to start with. And I don't think the Maori people should be too concerned either...as you say, maybe they should be flattered, even if it is a badly done haka, at least the culture is getting noticed? I don't think it is disrespectful, unless disrespect is meant. The Rugby Union lost some of the respect they had when they tried to copyright the silver fern, started using aididas as opposed to local company Canterbury (any coincidence LWR are laying off hundreds of people lately?), started putting on games in Hong Kong just for the money, won't let Argentina, Samoa, Fiji etc get a look in at the Tri Nations, and narrow mindedly play Australia, South Africa, over and over again. I think they have also missed the point that while they are trying to make the game more exciting for spectators e.g. no rucking, more running, players not allowed to do bugger all at tackle time, they are completely forgetting the fact that the players themselves loved the game the way it was! Hell....that rant went a bit longer than expected...sorry everyone.

Don 1   #5   09:30 am Feb 24 2010

I'm sorry, but the cultural cringe is still alive and well. NZ seems so desperate to be liked that it is not "hat nice, pretty girl in the class whom you couldn't find too much fault with even though deep down you were a bit jealous of how nice she was", rather she is that needy girl who likes to be on the verge of self-harm and who flings herself at people regardless of how inappropriate the match might be. It's what comes from having a culture that only started to develop in the past 50 years. Of course, I say this as a foreigner, so I have no doubt I will be souted down by pepople who know that I have no knowledge of this country or any right to say anything about it...

*Bean*   #6   09:32 am Feb 24 2010

I also haven't seen the ad but I was thinking last night that this whole PC thing is even starting to grate with me (and I try to be PC for the most part). People offend others on a daily basis. That's because people are all different and have different values and perspectives, and I think that's a good thing. So I don't think you should be prevented using something in an ad just because it might offend someone. I think we're a bit too precious. We should just say, meh, imitation is a form of flattery after all, and get over it.

And lol at the Whale Rider comment.

range   #7   09:43 am Feb 24 2010

It's simply a case of the NZRU tryign to protect their intellectual property in the all blacks. The ad is clearly trying to suggest an association with the all blacks, and they should pay for that. There is also the issue of intellectual property in the haka itself. In this case, its apparently a made-up haka but, again, it's clearly a ripp off. It doesn't sound like Ngati Toa are too happy, and I agree they should at least have be consulted.

Personally, I think it's pretty inoffensive.

Cat   #8   09:44 am Feb 24 2010

Coke Zero should only ever be mixed with huge quantities of vodka.

Karlos, I think John Cleese did say something like that. Needless to say, he is no longer welcome in certain parts of NZ. I think there is a rubbish dump named after him somewhere.

I don't give a rats that some weird Japanese people want to quasi-haka. Lady Gaga could certainly use some poi action in her "art".

I like JGar, and I am all for sheroes but didn't see Elektra - you could tell it was going to be mega-crap from the advertising.

average jane   #9   09:53 am Feb 24 2010

Oh my goodness I lauged right out loud at your description of that ad, thanks Moata, that was hilarious. Esp 'Japanese chapter of the Patea Maori Club'! LOL :)

Davo's right, it wasnt the RFUs haka in the first place! But I think that if you're going to copy something, you gotta try and do it well! Otherwise it just looks a little sad.

thing2   #10   09:58 am Feb 24 2010

I hadn't bothered to watch it before this. Is someone seriously taking offence at this? It's not even a Haka. There's no ridicule or anything offensive about it.

Quit yer snivling. The advert is emulating the All Blacks, not your precious culture.

I'm Swiss. We endure jokes about yodelling, neutrality, goats, cowbells, Heidi, lederhosen, cheese and clocks on a daily basis. If someone wants to dress up like the swiss bob sled team and jump about, yodelling with pretty girls then I'm all in favour.


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