'No time' for Maori input into haka ad

A group of Italian actresses performed a haka for a Fiat television advertisement because there was not enough time for any Maori input, says an Italian music consultant.

New Zealand diplomats had warned the ad's producers that having the women perform Ka Mate would be culturally insensitive and inappropriate.

Stefano Tucciarelli, who researches and purchases music, said he had been contacted at the end of April by advertising agency Leo Burnett for help making an ad featuring the haka.

Mr Tucciarelli said that through the Milan office of New Zealand Trade and Enterprise he contacted Gisborne artist Derek Lardelli (who composed the All Blacks' new Kapo O Pongo haka) and his wife Rose Gould-Lardelli to find a way to compose a special haka for the Fiat commercial.

"Intentions of Fiat were good. They didn't want to offend people connected with the Maori culture. They didn't mean to be culturally insensitive and inappropriate," Mr Tucciarelli said in an email responding to criticisms of the ad first reported by NZPA last week.

"Leo Burnett simply realised there was no time to collaborate with Lardelli. I explained to Rose that they only had two days remaining and Derek Lardelli sent me back an email where he said he needed at least a couple of weeks to prepare a special haka. Time was running out."

The Lardellis had emailed Mr Tucciarelli commending him for seeking cultural advice and authenticity.

"Maori are increasingly willing to take action when cultural aspects have been misappropriated or misused," they told him.

They said that having Derek Lardelli compose a haka for the ad would mitigate some areas of potential concern and they recommended using Maori actresses.

They also said it would useful to know the market the ad was being produced for and its budget, as well as the projected market and sales figures for the new Fiat Idea car being advertised.

The Lardellis told NZPA last week that they never heard back from Mr Tucciarelli after putting those questions to him.

But Mr Tucciarelli said the Leo Burnett agency had not replied to the questions so he was unable to answer them.

He also tried to get an Italian-based Maori, Pete Louis, to collaborate in producing the ad's haka but he declined.

"Then the advert agency took the decision to involve an Italian choreographer in Rome. He had to teach the actresses some movements, steps for the ad."

Leo Burnett shot the ad and some days later it was aired in Italy.

The Lardellis said they felt it "completely inappropriate to misuse cultural icons or symbolism in the manner that Fiat have. They had the opportunity to engage on a culturally appropriate level but chose to ignore this".

- NZPA