An inspirational new ad campaign featuring All Blacks captain Richie McCaw has become an internet sensation.

The high-quality 3,26-minute video by headphones company Beats By Dre shows the rugby star preparing for the 2015 Rugby World Cup.

It follows his daily routines, including gruelling runs through picturesque New Zealand "McCaw country" scenery, and practising a haka written just for the commercial.

Since it was posted on YouTube six days ago, it has been watched more than 3.6 million times.

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It follows last year's viral Beats By Dre ad campaign ahead of the Fifa World Cup, featuring Brazilian star Neymar and cameos by tennis champion Serena Williams, hip-hop artist Nicki Minaj, and basketball superstar LeBron James.