In the New Zealand advertisement 'Blazed', New Zealand Māori's are portrayed as drug users. The advertisement shows three young Māori boys of roughly ten years of age imitating their fathers driving when they've "Been blazing". The advert is shown in black and white and the young boys are seen sitting in a parked car. The camera shows the young boys through the windows of the car, front windscreen and the two front seat windows at a medium close-up angle. The eldest looking boy is dressed in a collared shirt and is seen in the beginning of the ad at a low angle shot, empowering him as he argues with another boy about their fathers 'burnouts'. The boys are seen to be' competing with each other on whose dad smokes more Marijuana and whose dad also does the 'best burnouts'. One of the young boys states  "My dad is the best-est a driver, even when he has been blazing." This is encouraging the stereotype that drug-driving is an acceptable form of behaviour and also from another perspective that drug-driving with children in the vehicle is also acceptable. 

During the ad the boys make several comments about the driving, such as, "I’m going [inaudible] an hour. That’s too fast. That’s too fast. Take the wheel from my – I am freaking out." This is an extremely powerful representation to all New Zealanders and also people all over the world watching this advertisement that in New Zealand it is 'ok' to drug-drive and this quote heavily implies the parents making the young children drive, making it clear to their children that they are not in a fit state to drive and also when the boy says 'I'm freaking out' it makes the viewer wonder why this person thinks that it is acceptable for them to drive putting not only themselves and everyone else on the road at risk but also their young children. 

The younger generation is then taught that it is okay to drive no matter what influences you're under and that nobody is expected to be the 'sober driver' like encouraged in drink driving adverts. "The idea for the ad came from an insight shared by Maori dads, according to Clemenger BBDO. “They don't like smoking weed around their children. And yet they have no problem driving with their kids in the car after a session,” says the campaign background document." This ad generates a lot of misleading thought to New Zealand viewers too, the ad is crafted in a very humorous way so the viewers laugh along with the way these young children are acting and then, hopefully, catch themselves doing so and question their personal morals and how wrong it is that such young children are experiencing this kind of behaviour, being put in these kinds of situations and also how many people are drug-driving and getting away with it. This advertisement represents New Zealand Māori's as irresponsible and for viewers who don't live in New Zealand and aren't aware that it is not a cultural behaviour, it creates a very negative light on the Māori people. This campaigner wrote about the statistics of this "Research from the last New Zealand Alcohol and Drug Use Survey found that Maori men and women were over 50 percent more likely to have used cannabis in the previous year than men and women in the general population. So while this campaign is targeting a broad New Zealand audience, it will also specifically be targeting Maori through a separate TV ad and programme integration deliberately developed for Maori, via Maori TV." 
They put these stereotypes to use so that the advert is a conversational point and to create friction between the people discussed in the hopes that they will change their behaviour. Being a catchy advert it is wider spread and discussed by more than just the people who have seen the ad itself.