The Hurricanes won't head into next weekend's Super Rugby semi-final against the Crusaders with any fear, having booked their spot with last night's 35-28 win over the Bulls in Wellington.
In the past, certain sides have travelled to Christchurch refusing to even speak the Crusaders' name in an effort not to give the back-to-back champions any recognition, all to little to no avail though.
Speaking to media after his side's win last night, Coles said that the Hurricanes won't use such tactics, preferring to face the Crusaders as equals, not inferiors.
"We're not going to be like the Highlanders and not say their name," Coles said.
"It's black and white. We're playing the Crusaders. You're not going to lose the game in the media.
"We're going to embrace the game, give it a good crack and worry about it on Monday."
The Hurricanes travel to face the Crusaders in Christchurch next Saturday night.