By SCOTT MacLEOD
An advertisement showing All Black hardman Wayne Shelford playing on despite severe injuries has drawn protests from the Accident Compensation Corporation.
The Steinlager ad being shown during the cup appears to glamourise the well-known incident in 1986 when Shelford kept playing against France after having his scrotum ripped
and four teeth loosened.
The Shelford ad was the first of up to 15 that "capture the spine-tingling honour of pulling on an All Black shirt", according to a Steinlager press release.
The corporation is trying to slash claims from rugby injuries, which run to more than $1 million a year. It would not be drawn yesterday on its dealings with Steinlager over the ad, but a spokesman for brewery giant Lion Nathan confirmed there had been objections.
Lion sponsorship director Graham Seatter said the corporation had objected to the ad before it was screened. The ad was aired after being changed slightly, but the corporation still objected.
"We sought their view, we listened to it," Mr Seatter said.
"The ACC retained their view that they didn't like the ad. But it didn't require their approval."
Mr Seatter said Lion did not encourage rugby players to keep playing once they had been injured.
He did not believe they would do that just because of the Shelford ad.
A spokesman for the corporation, Richard Braddell, said the ad was "not seen as being very constructive for providing an injury-prevention message".
He would not otherwise comment.
The Shelford ad is titled Mana and was the first in the series. The second, Sacrifice, features Red Conway, who had a broken finger amputated so he could play for the 1960 All Blacks.
Shelford was said to be in England and could not be contacted.
