Former England rugby star and current Question of Sport panelist Matt Dawson has been criticised for disrespecting the famous New Zealand haka within 24 hours of All Blacks legend Jonah Lomu treating early morning commuters in Covent Garden, London, to a live performance of arguably the most powerful and moving display in world sport.
New Zealand rugby players are said to be upset at former England fly-half Matt Dawson's 'hakarena' advert for clothing firm Jacamo.
The television advert sees Dawson lead a spoof of the haka routine to the tune of party classic 'La Macarena'.
Before leading the dance routine, Dawson says: "The current world champions are in amazing form with awesome power, strength, depth and one secret weapon: the haka.
"They’ve used it to intimidate us. They think they have an advantage over us. They think they’ve won the game before a ball has been kicked. But I’m telling you what, we’ve got our own secret weapon."
Whilst the All Blacks have avoided criticising Dawson's video in public, they are said to be unhappy behind closed doors.
Maori politician Sir Pita Sharples, however, was more forthcoming when discussing the video and described it as "pretty shameful."
He said: "The haka is done as a way of honouring the enemy.
"You don't do it in those sorts of circumstances - you do it if you're up for a challenge.
"By doing a haka as the All Blacks do, it's recognising the worth of the other side. So if they're doing something to mock the haka, then I think that's pretty shameful.
"The haka is very meaningful to us. To actually mimic it and deliberately bring it into ridicule is, to me, insulting. The Maoris and New Zealanders in London could react to that big time."
The outrage at Dawson's video came within 24 hours of Lomu, alongside 100 participants, stopping pedestrians in Covent Garden in their tracks to deliver a haka to the people of London as part of his role as a MasterCard ambassador.
The Ka Mate haka, led by the Ngāti Rānana London Māori Club, commenced with the unique sound of the conch shell, triggering the arrival of a Māori leader in traditional clothing to initiate the most iconic display in global sporting culture.
Lomu said: “It’s always an honour to perform the haka, whether you’re representing your nation in front of 80,000 people or performing for a group of unsuspecting rugby fans. In partnership with MasterCard, I’m really looking forward to personally delivering even more Priceless Surprises to rugby fans as anticipation grows ahead of Rugby World Cup 2015.”
Dating back to 1820, Ka Mate is the most widely known haka around the globe as it has traditionally been performed by New Zealand's international rugby union team, as well as New Zealand's international rugby league team, immediately prior to matches.
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