The Maori Language Commission television advertisement for Te Wiki o te Reo Māori (Māori Language Week) showed three
well-known comedians talking about Te Wiki o te Reo Māori, using both English and Māori. One of the men gets confused
and says: “Speaking English better than you, speaking English really fluently”. When one of the others interrupts and
says: ”But this is actually about te reo Māori” the first man indicates he is embarrassed about making a mistake and
reacts by saying “English sucks”. They all laugh.
The Complainants said they found the advertisement offensive because of the use of the phrase “English sucks”. One of
the complainants said the Māori language did not need to be promoted by insulting English. Another complainant said they
found the advertisement degrading and racist.
The Advertiser said the intention of the advertisement was to break down any sense of excessive ‘reverence’ about te reo
Māori and the idea that it should be spoken only by fully fluent experts who are themselves part of the Māori community.
The advertisement is intentionally over-the-top and presented exaggerated scenarios. The Advertiser said the joke in the
advertisement is based on the idea that although it is Māori Language Week one actor got confused and started promoting
the English language.
The Complaints Board acknowledged the use of humour in the advertisement as a means of getting the message across and
said that even if some viewers didn’t understand the joke they would still have realised the advertisement was meant to
be funny. The Complaints Board agreed that while some viewers may have taken offence at the use of the phrase “English
sucks” it was a throwaway line, used in jest, and it was acceptable in the overall context of the advertisement.
Accordingly, the complaint was ruled Not Upheld.
ends