The ASB Guy: Lauie Tofa’s unexpected journey in the arts

Lauie Tofa’s journey in the performing arts starts with a rugby scholarship, but an unexpected injury leads him to a drama class - and the rest is history.

Best known for his role as ‘Big Ben’ in ASB commercials, Tofa’s path begins nearly 15 years ago, participating in school plays and winning a local Shakespeare competition.

Tofa credits his Wesley College drama teacher, Michelle Johanson, for igniting his passion for the arts.

“She was the one who saw the talent and decided to put together the first ever drama class at Wesley College.

“The start of my journey (and) trajectory towards the arts was having that one teacher who believed in us.”

Tofa and his Wesley schoolmates challenge the stereotypes surrounding Pacific people. In 2006, they formed the South Auckland-based theatre troupe, The Black Friars.

While he played prop in rugby, Tofa admits he was a “lazy trainer”.

“Never showed up to training,” he laughs, “I was one of those guys who had all the potential, but was just lazy. So, I became an actor.”

Becoming Ben The ASB Guy

Tofa takes on small acting gigs, including touring with the Duffy Books In Homes campaign, which leads him to an agent.

He also plays the heart-wrenching role of Mose in Oscar Kightley’s theatre show Dawn Raids.

When Tofa hears about the ASB audition, he doubts his chances. The audition postpones due to his uncle’s funeral, and the callback process feels uncertain, as the producers test his on-screen chemistry with a few different female co-stars.

The breakthrough moment arrives when he appears on-screen for the first time in Christmas 2020.

Oscar Kightley's 'Dawn Raids' with Bella Kalolo-Suraj, Lauie Tofa, Michael Falesiu, and Talia-Rae Mavaega

Public recognition and community impact

Tofa shares heartwarming stories about how the ASB ads resonate with the community, particularly with one Māori elder.

“One older Māori woman came up to me, pinched my cheeks and said every time I come on TV, that I remind her of her mokopuna (grandchildren).”

He experiences fans stopping him for photographs at the Māngere markets, and on one occasion, a woman tells him, “You’re one of our special locals”.

People often mistake Tofa for a real banker and ask him for investment advice. “Bro, I know nothing about interest rates or home loans… I just get paid to do their ads.”

When it comes to representing Pacific people in mainstream media, he humbly acknowledges the pioneers before him and hopes to inspire the next generation.

“To be part of the fabric of those people and just be the next one in line…it's special.”

Like father, like son: A living legacy

Tofa shares his excitement and pride as he watches his five-year-old son naturally gravitate towards acting.

With no pressure from his parents, his son picks up performance skills by being around rehearsals.

"We never force him or anything. We just take him to rehearsals with us, and he's just surrounded by it."

During practice, his son unexpectedly enters a scene, prompting Tofa and his team to adapt and give him a role.

"And then after the scene, he comes up to me and he goes, ‘Dad, can I have some acting words?’ I was like, ‘Huh?’ He goes, ‘Can I have some words? I don't want to sit there quiet’."

Tofa marvels at his son's innate ability to grasp acting techniques, especially comedic timing.

"There's a moment in there where I gave him a line, and he just has to say, ‘Sucker.’ But I told him about comedic timing. I was like, ‘Son, it's all about the timing. You know, wait till it's quiet and then shoot your line.’

“I wasn't sure if he was going to take it on board and do it. But man, he aced it."

Tofa feels deep pride in his son’s natural talent and willingness to learn. While he insists on not pushing him into the industry, his support remains unconditional.

Seeing his son excel at such a young age makes Tofa proud, as he continues the legacy of Pacific representation.

"Crazy too, he's so young. And if he's picking up that stuff fast, man, if he continues doing it, he's just going to get even better, even faster.

"Way better than us."