The intricacies of The Haka, the ritual war challenge made by the All Blacks before each rugby match, are explained in this Adidas ad, called "All Blacks".

It features players including captain Richie McCaw and fly-half Daniel Carter explaining the meaning of the Maori Haka, which has been performed at the start of every All Blacks match since 1884. A traditional Maori artist was employed to make sure the animated sequences in the ad were accurate.