RWC: Shag shows off singing skills

All Blacks coach Steve Hansen. Photo / Brett Phibbs

We've had Snoop Dogg - do we now have Shaggy Dog?

All Blacks coach Steve Hansen, known to all and sundry by his nickname of 'Shag', plays a starring role a lip-syncing video that has gone viral.

The video has been produced by Kiwi marketing pair Ben Cochrane and Craig Farndale to promote the New Zealand Captioning Working Group's campaign for improved television coverage of sport for hearing-impaired fans.

The video features footage of Hansen in the coaches' box with the words of a Michael Jackson song attributed to him. "Don't stop until you get enough" is the line lip-synched by Hansen.

A host of rugby players from numerous World Cup teams including All Black Beauden Barrett speaking on the field with humourous, made up voice-overs.

Cochrane gained the idea from an NFL lip-reading video produced earlier this year.

TVNZ reported that Louise Carroll from the New Zealand Captioning Working Group said captioning in New Zealand lags behind other countries like the United Kingdom and the United States who have legislation requiring television broadcasters to use captions on their programmes.

"We've been working for four years to get the government to give us legislation," Ms Carroll told ONE News Now. "Deaf and hard of hearing New Zealanders need to be able to watch what they want, when they want and how they want - just like everyone else," she said in a statement.