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).

This collection celebrates the legendary moments that New Zealanders — huddled around the telly — gawked at, chortled with, and choked on our Choysa over as they played out on our screens. "There's a generation who remember where they were when JFK was shot", but as Paul Casserly asks in his collection primer, "where were you when Thingee's eye popped out?"

This epic Lee Tamahori-directed promo for the 1990 Auckland Commonwealth Games imagines the stirrings of Games spirit in the mud of the Western Front, 1917. Behind the lines, soldiers from various 'British Empire' nations (Bruno Lawrence, Tony Barry and a young Joel Tobeck) lay bets to see who is the fastest. After racing they pledge to "do this again sometime eh brother" (referring no doubt to the shared joy of competition, as opposed to 1,115,597 Commonwealth war dead). The first Commonwealth Games were held in Hamilton, Ontario (Canada), in 1930. 

This was one of two short promos that screened in cinemas to celebrate 100 years of New Zealand film. A stop motion plasticine figure morphs from one classic Kiwi film moment to another. Director Greg Page starts with National Film Unit newsreels, before jumping to the renaissance of Kiwi film that began in the late 1970s. Included are Goodbye Pork Pie, An Angel at My Table and Braindead. The promos (John O'Shea directed the other) were funded by the NZ Film Commission with support from Kodak, the Film Unit and the Film Archive (now Ngā Taonga Sound & Vision). 

Eric the Goldfish was the star of a campaign used to promote awareness of the role of broadcasting funding agency NZ On Air (formed in 1989), and to encourage people to pay the broadcasting fee. The campaign used humour and CGI to spread the message, taking the point of view of a pet goldfish watching a family, who are watching TV. Although it attracted attention for its cost, the campaign was rated an "outstanding success" by its funders, and Eric entered popular culture. In 2017 Eric was reincarnated as the name of NZ On Air’s online funding application system. 

One shaggy dog, dozens of humans, and a smorgasbord of Kiwi scenery: viewers were glued to the screen for this TV One promotional campaign, which began screening in August 1991. The six-part promo followed a lovable sydney silky poodle cross travelling the country by car, train and paw. En route, roughly 50 Kiwis make blink and you'll miss it appearances: including sporting figures, local townspeople, and 20+ TV personalities (see backgrounder for more info, and clues on who is who). The popular promos were directed by Lee Tamahori, before he made Once Were Warriors. 

With more than 15,000 kilometres of coastline and nowhere in Aotearoa further than 130 kilometres from the sea, is it any wonder that recreational fishing is such a popular pastime here? More than a million New Zealanders fish each year, not to mention the overseas visitors that come for that very reason. So if you’re angling for a fishy tale  — it was THAT long, honest — this collection has it covered: from snapper and marlin in the north, to groper and salmon in the south, and plenty of fly-fishing in-between. 

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.

The line “where the bloody hell are you?” generated controversy when used in a 2006 Aussie tourism campaign; so who knows what 1980 audiences made of this promo’s exhortation to “Come on to New Zealand.” But as the narration assures: “It’s a safe country. You can walk without being molested.” Aimed at the US market, the film was made as long haul air travel was opening up NZ as a destination. Māori culture, sheep and pretty scenery are highlighted, alongside skinny dipping and weaving (!). Narrated by Bob Parker, the NFU promo marked an early gig for editor Annie Collins.

This ambitious video for Head Like a Hole's cowpunk Bruce Springsteen cover was shot by commercials company Flying Fish — at vastly more expense than the low budget recording which supplies the soundtrack. There's more than a cursory nod to U2's LA rooftop video for 'Where The Streets Have No Name' (including fake radio coverage from Channel Z). But HLAH get a higher building, and, unlike U2's guerrilla effort, the apparent blessing of the city fathers (with Mayor Mark Blumsky on site). The video marked one of the last appearances of drummer Mark 'Hidee Beast' Hamill.