This classic 1989 TV commercial promoted the NZ Lotteries Commission’s new ‘scratch and win’ cards. The goad to gamble was based on the question: “Instant Kiwi attitude: have you got it?” as personified by a bungy-jumping fisherman. From Saatchi & Saatchi’s then-high-flying Wellington office, the promo is iconic of the big budget era of NZ ad making. It was directed by Flying Fish co-founder Lee Tamahori, who also helmed high profile promos for Fernleaf and Steinlager before making his movie directing debut with Once Were Warriors (1994).

Lynda Topp's alter ego and all-round-good-Kiwi-bloke, Ken Moller, presents this homespun, informative and gently satirical series that journeys around some of New Zealand's most spectacular hunting and fishing spots. In this central North Island-set episode, Ken and river rafting guide Garth Oakden go catch-and-release fly fishing in Tongariro National Park; and another colourful personality, Lady Hunter (Emma Lange) goes helicopter sika stag shooting in the Kawekas. 'Ken's Camp Kitchen' features venison casserole.  

ITM Fishing Show host Matt Watson tried to convince his wife fishing was fun by making his own TV show. He succeeded, and has since featured on David Letterman’s Late Show jumping from a helicopter to nab a marlin, and helped everyone from Richie McCaw to Joseph Parker get their catch of the day. This episode is the opener to the first TVNZ run of the series. Watson's team head out to Northland’s Whangaroa Harbour and the Cavalli Islands, where they test lures and compare tackle with an Aussie guest. They cast for kahawai and kingfish, and spot an elusive marlin.

Fish Out of Water manages to unfurl its light-hearted tale of young man and the sea, without a word of dialogue. Avoiding the morning traffic jams, our man (Nick Dunbar) finds peace by rowing each day to work in the city. But when a seductive blonde unexpectedly enters the picture, he finds his morning boat ride heading in unexpected directions. Directed by Lala Rolls (Land of My Ancestors), Fish Out of Water was invited to play in the 2005 NZ Film Festival, plus another 10 overseas fests. Victoria Kelly composes the brass and banjo-inflected soundtrack.

Made for the New Zealand Government Tourist Bureau by independent company Neuline, this 1950 film promotes “New Zealand’s big-sea fighting fish” as an overseas tourist attraction. First stop is Mayor Island near Tauranga, then it’s off to the Bay of Islands to land mako shark and marlin. Neuline was one of a handful of independent production companies in postwar New Zealand; Neuline boss Robert Steele pioneered the commercial use of 16mm film here. Although the narration purports to be that of an overseas visitor, it is actually Selwyn Toogood, who narrated many of Steele’s films.

While playing at the beach with their grandmother, two children witness an Elvis impersonator walk out of the sea. They believe he's the "fishman" lover of a female taniwha, Hine Tai. Magic realist mayhem — and tragedy — ensues as the stranger stirs up the life of their whanau in the quiet fishing village. The fable, written by Briar Grace-Smith and directed by Peter Burger, received six nominations at 2002 NZ TV Awards, winning Best Drama, and Camera. It screened on TV3 and features the Bic Runga song 'All Fall Down'.

Predating hit show Survivor, this early TV3 reality TV documentary saw Kiwi teens fending for themselves over eight days on Rakitu Island. Among the three females and three males facing off Lord of the Flies-style were future National MP Nikki Kaye, who later argued she was meant to represent the "private school girl who couldn't survive without a hairdryer". Instead Kaye took the leader’s role and clubbed an eel, while many of her companions showed little inclination to help with the fishing. Kaye later opposed her party’s proposal to mine on nearby Great Barrier Island.

With each chilling tale "of the unexplained and unexpected" introduced by Temuera Morrison Rod Serling-style, Mataku was described as a Māori Twilight Zone. The award-winning bilingual series explored dramatic tales steeped in the supernatural world of Māori. Mataku was produced by Māori writers, directors and actors; and was a strong international and domestic success. Tension mounts in the excerpt from episode nine from the second series: when a group of old mates reunite to go fishing one of them has a long-kept secret, and terror lurks in the deep. 

This animated series for Kiwi kids follows Massey Ferguson, the red tractor who lives with his farm equipment family on Murray and Heather’s farm. In this 12th instalment, Murray takes his boat Lazy Daisy out to the Harbour to defend his title in the annual fishing contest. Murray has hooked a big one but when competition appears in the form of a rude four-wheel drive, it’s up to Massey to save the day. The series was created by broadcaster Jim Mora (Mucking In) and Brent Chambers from Flux Animation; Mora also narrates.

Haunui Royal directs this 1999 documentary on the people who live in the Far North, and their guardianship (kaitiakitanga) connection with the land and sea. Royal looks at how this traditional ownership is under pressure: from urban sprawl, pollution, and changing land use. Kaitiaki include farmer Laly Haddon, fisherman Rick, paralegal Ani Taniwha (whose work with ōi (shearwater) helped deepen her connection to the land); Ngāti Kuri members looking after Te Rerenga Wairua (Cape Reinga), and a group of rangatahi from Auckland.