Keven Mealamu did not oppose to ex-England international Matt Dawson's take on the All Blacks' haka, but said the meaning of it to non-New Zealand players was naturally different.

Dawson's advertisement for a clothing company sees him mimic the reigning Rugby World Cup champions in their pre-match ritual, in what was labelled the 'hakarena'.

The former scrum-half, a 2003 World Cup winner with England, and company Jacamo came in for criticism from former Maori Party co-leader Pita Sharples, who slammed the advertisement as "shameful" and "insulting".

Mealamu saw the funny side of it, but the All Blacks hooker conceded the haka's meaning was probably lost on Dawson.

"It's his view on the way he sees it," Mealamu told a news conference. "He sees it different to us. 

"The haka is quite special to us not only as All Blacks but it's something we're proud of as part of our culture. 

"I started doing the haka when I was four years old in my backyard. I saw my heroes doing it.

"Look, we've bigger things to worry about this week... like the Argentina front row."

He added: "It's actually quite funny seeing him do it.

"It's obviously just something he's lifted. The haka's part of what we do but it's not actually what we do as a rugby team. 

"We're out here to play the game."