I guess it’s partly a consequence of not watching much TV (too much tramping) which meant that I never caught this advertisement for Land Search & Rescue  when it came out in about July 2009 — so apologies to everyone for whom this is old news.
I’m not entirely sure what the purpose is. It’d be great for raising awareness of LandSAR and hopefully attracting volunteers, but the advertisement seems to be specifically aimed at people who might get into trouble as opposed to attracting LandSAR volunteers. People in trouble probably don’t need to know that LandSAR exists so much as the Police, who’d then call in LandSAR and volunteers when needed. I suspect that if there was money allocated towards resolving outdoor accidents (without the charity bias), LandSAR wouldn’t have had a mention and the money would have been aimed at encouraging people to be safe in what they do in the first place, and then to know that the Police are the ones to go to first when there’s a problem.
Still, it’s a treat to watch and kind’a neat. Kudos to LandSAR and to the people who made it.
Thanks to davidm in the NZ Tramper forums  for bringing it to my attention. As was later pointed out in that thread (by mrfizz), the ad was made pro-bono by Colenso BBDO  with the help of Weta Workshop, and then given free airtime on TVNZ , so it’s not exactly money out of LandSAR’s budget.
In addition to the ad itself, there’s a 2 part behind-the-scenes video, also up on Youtube, that describes the making of the commercial, about 16 minutes total: