Great adverts are strange things: mini works of magic, with the power to make viewers smile, cry, and even buy. Kiwi directors have shown such a knack for making them, they've been invited to do so across the globe. But this collection is about local favourites; dogs on skateboards, choc bar robberies, ghost chips. NZ On Screen's Irene Gardiner backgrounds the top 10 here.

When she made Mauri, Merata Mita became the first Māori woman to write and direct a dramatic feature. Mauri (meaning life force), is loosely set around a love triangle and explores cultural tensions, identity, and changing ways of life in a dwindling East Coast town. As with Barry Barclay film Ngāti, Mauri played a key role in the burgeoning Māori screen industry. The crew numbered 33 Māori and 20 Pākehā, including interns from Hawkes Bay wānanga. Kiwi art icon Ralph Hotere was production designer; the cast included Zac Wallace (star of Utu) and Māori activist Eva Rickard.

One day each summer, some of the oldest sailing ships in New Zealand gather at Sullivans Bay (also known as Otarawao) to take part in a race that dates back to 1858. The race is the premiere event of the Mahurangi Regatta. It's also a day when the community gets together to take part in sand sculpture competitions, running races and a hotly contested tug of war, usually resulting in triumph for the whānau from nearby Opahi Bay. First Hand captures the organisational dramas preceding the fun, and the community spirit inspiring this regular get together.

Roseanne Liang's documentary Banana in a Nutshell tells the story of her romance with Stephen Harris. After falling in love at university, everything seemed perfect for the pair. Enter Liang’s traditional Chinese parents, and suddenly the prospect of her marriage to a Pākehā got a lot more complicated. In this excerpt, Liang guides viewers through her childhood, romance, and threatened disownment by her parents. Liang added an extended epilogue when her award-winning film hit DVD. The couple's story was later fictionalised for Liang’s 2011 feature My Wedding and Other Secrets. 

In this music-heavy web series, a South Auckland family competes in a local talent quest. Alongside battles over  performing the traditional Samoan music favoured by their grandfather, the Saumalus have to deal with a dodgy competitor and some last minute changes of tune. There's also romance, heartbreak, and a shifty Palagi factory boss. The final episode (of 20) features behind the scenes bloopers. Directed by music video veteran Joe Lonie, The Factory began as a highly successful stage musical from South Auckland-based theatre group Kila Kokonut Krew.

Aroha depicts a young Māori chief's daughter who embraces the modernity of the Pākehā world (attending university in Wellington) while confronting her place with her own people (Te Arawa) and traditions at home. The NFU-produced dramatisation is didactic but largely sensitive in making Aroha's story represent contemporary Māori dilemmas (noted anthropologist Ernest Beaglehole was the cultural advisor). Watch out for some musical treats, including an instrumental version of classic Kiwi song, 'Blue Smoke' and a performance of the action song 'Me He Manu Rere'.

The Aupōuri Peninsula - in Maui's legend, the tail of the fish - runs along the top of the North Island, edged on one side by Ninety Mile Beach. In Te Hapua, the most northerly community on the mainland, Gary McCormick helps out at the marae as preparations begin for a cultural festival for the district's primary schools. The students will perform kapa haka, Dalmatian dances and take-offs of Shortland Street. This Heartland episode evocatively melds footage of children practising and performing, with oyster farmers catching fish for the hangi.

Keith Aberdein devised Epidemic after being given the brief to write a drama about “disease coming into New Zealand”. Set in a small North Island town where race relations are strained to breaking point, this four part virus outbreak thriller revolves around Māori tāpū and an archaeological dig which locals are worried will disturb the graves of their ancestors. An accomplished cast (Martyn Sanderson, Don Selwyn, Cathy Downes) helped the series break bicultural-themed TV drama ground as European education and culture, and Māori tradition and spirituality collide.

In the tradition of novelty songs, ‘Culture?’ was catchy to the point of contagion. Fuelled by carnival keyboards, it was The Knobz response to Prime Minister Rob Muldoon’s refusal to lift a 40% sales tax on recorded music (originally instituted by Labour in 1975), and Muldoon's typically blunt verdict on the cultural merits of pop music (“horrible”). The giddy, hyperactive video comes complete with Muldoon impersonator (Danny Faye), and casts the band as the song’s 'Beehive Boys'. In the backgrounder, Mike Alexander writes about his time as the band's manager.

A homage to Dusky Maiden images as well as a playful take on the low art of velvet painting, Sima Urale’s Velvet Dreams provides a tongue-in-cheek exploration of Pacific Island stereotypes. Part detective story, part documentary, an unseen narrator goes in search of a painting of a Polynesian princess that he has fallen in love with. Along the way he meets artists, fans and critics of the kitsch art genre, as well as the mysterious Gauguin-like figure of Charlie McPhee. Made for TVNZ's Work of Art series, Velvet Dreams played in multiple international film festivals.