The advertisement opens with a group of young women dressed in black who quite suddenly begin to dance the haka, the New Zealand Maori dance which the All Black Rugby team performs before a game. When they have finished the dance the women fling their pushchairs into the back of their cars, strap in their small children and set off for the day. All innocent enough one would think, but no. Even though this advertisement for a Fiat car will not be shown anywhere but in Italy, the New Zealanders are offended to the extent that this has almost become a diplomatic incident. They claim that it is inappropriate and culturally insensitive. Garry Nicholas, director for Maori culture said that it displayed The Imperialistic habits of the Italians who see the New Zealanders as a tribal population. To many in Italy seeing the advertisement it seems complimentary and implies that the Maoris are a tough lot.