This ad was prepared for the New Zealand Bakery of the Year competition in 2007. Normally I hate cuteness but this ad has merit. First off it is (was) relevant to happenings of the day as the 2007 world cup was being played. The Haka is a culturally relevant icon for New Zealanders. The gingerbread men performing the Haka makes it clear that a bakery competition is being promoted. Finally Bainz, the sponsor, promotes their initiative (the competition) rather than their product.