The All Blacks refuse to be drawn by former England halfback Matt Dawson's mocking "hakarena", rather focusing solely on their opening Rugby World Cup game against Argentina.

Dawson's video clip, for a clothing chain, urges England fans to use the "hakarena" to counter the supposed benefits of New Zealand's traditional pre-match haka, but it has caused a storm in New Zealand with former Maori Party co-leader Sir Pita Sharples describing the clip as "disrespectful".

"The haka is done as a way of honouring the enemy," Sir Pita told the New Zealand Herald. "By doing a haka as the All Blacks do, it's recognising the worth of the other side. So if they're doing something to mock the haka, then I think that's pretty shameful."

All Blacks veteran Keven Mealamu, meanwhile, said the Kiwis hadn't paid too much attention to the mocking dance, which mixes the All Blacks' haka with the dance from the 1994 Spanish hit song Macarena. Mealamu described Dawson's lampoon as "quite funny".

"It's obvious it's something he's looked at," Mealamu said. "The haka is 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.

Dawson's view of the haka was obviously different to how New Zealanders saw the pre-match ritual, Mealamu said.

"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. It is his view on the way he sees it. We've heard a bit about it, but we're just looking forward to playing Argentina."

The 126-Test veteran hooker was unfazed by the escalating off-field pressure, after former All Blacks lock Ali Williams said "the worst defeats are those against the English ... perhaps because they lack nobility in their victories." Williams said subsequently that his comments had been "lost in translation" while Mealamu said there was "a lot of mutual respect" between England and New Zealand, and the two nations had an "awesome" rivalry.

Mealamu fronted the All Blacks media call flanked by props Charlie Faumuina and Wyatt Crockett, who said the haka was special to the All Blacks and something they did for themselves.

"I don't think it worries us too much what people are trying to do," Faumuina said.