All Blacks Story of the Haka

Adidas has the All Blacks telling the story of the haka in preparation for the Rugby World Cup, a continuation of the Impossible Is Nothing campaign. Richie McCaw, Dan Carter, Rodney So’olalo and Rico Gear explain their take on the traditional ‘Ka Mate’ haka, with the help of Maori artist George Nuku.

Richie McCaw, Dan Carter, Rodney So'olalo and Rico Gear

We are the All Blacks and this is the story of the haka.
We get shoulder to shoulder and it’s time for the team to lay the challenge.
The ancestors buried back in New Zealand we bring them up through the ground and then into our bodies.
We express that with our eyes and with the tongue as well.
We draw strength from not only the guys beside you but everyone who’s played in the jersey.
Together as one we’re really pushing to reach those places that we dream of.
The end part in the haka means we are a team as we climb upwards step by step reaching for the sun.
The future is endless so anything can be achieved if you put your mind to it.

Click on the image below to play the video.


The All Blacks Story of the Haka ad was developed at 180 Amsterdam by executive creative directors Richard Bullock and Andy Fackrell, creative directors Sean Thompson and Dean Maryon, and executive agency producer Tony Stearns, junior agency producer Kate Morrison.

The spot was directed by Dan Sumich (animation) and Dan Gordon (live action) via Passion Pictures with producer Russell McLean, executive producers Michael Adamo, Hugo Sands, producer Erika Forzy, animation coordinators Jason Nicholas and Chris Knott, senior compositors Ed Salkeld and Johnny Still, compositor Ray Lewis, TVC editor Christopher Wilson, Head of CG animation Jason Nicholas, director of photography Alex Melman, 1st art director Marc Wilson, editor Jamie Foord, animator Kristian Hammerstadt, sound editor Christopher Wilson.

Film was graded by Joe West at Rushes, London.

Sound was designed by Gary Turnbull at Grand Central Studios.

Animated haka in Adidas TV ad

Words to the Haka used by the All Blacks

(Te Rauparaha)

The first part is called by the leader…

Ringa pakia (Slap the hands against the thighs)
Uma tiraha (Puff out the chest)
Turi whatia (Bend the knees)
Hope whai ake (Let the hip follow)
Waewae takahia kia kino (Stamp the feet as hard as you can)

The shared chant…

Ka mate! Ka mate! Ka ora! Ka ora!
(I die! I die! I live! I live!)
Ka mate! Ka mate! Ka ora! Ka ora!
(I die! I die! I live! I live!)

Tenei te tangata puhuru huru
(This is the hairy man)
Nana nei i tiki mai
(Who fetched the Sun)
Whakawhiti te ra
(And caused it to shine again)

A upa … ne! ka upa … ne!
(One upward step! Another upward step!)
A upane kaupane whiti te ra!
(An upward step, another.. the Sun shines !!!)
Hi !!!

Note on Maori pronunciation
When reading Maori, remember that every vowel is sounded.
a as in far
e as in enter or bed
i as in eat or sheep
o as in awful or pork
u as in put or boot