An Australian TV advert portraying New Zealand rugby players carrying women's handbags has upset the All Blacks.
An advertisement shows the All Blacks players performing the haka challenge carrying computer-generated handbags.
It refers to an incident when former captain Tana Umaga broke up a fight by hitting fellow All Black Chris Masoe over the head with a woman's handbag.
"It's insensitive, I think, to Maori and disrespectful of the All Blacks," said assistant coach Wayne Smith.
Mr Masoe, who was allegedly reduced to tears by the blow, was later fined NZ$3,000 (£1,000) by the New Zealand Rugby Union.
The handbag later sold at auction
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The incident generated considerable media coverage and sparked jokes at the All Blacks' expense.
The handbag went on to fetch NZ$22,750 ($13,650, £7,500) in an online auction.
The television advert is promoting Saturday's Tri-Nations Test between New Zealand and Australia in Christchurch.
Australian coach John Connolly told local radio he had not seen the advertisement yet.