The All Blacks safety video for Air New Zealand has been viewed almost four million times in the past 24 hours - making it the airline's biggest launch of a safety video ever.
The Men in Black Safety Defenders video is inspired by the Men in Black films and features several high profile All Blacks and their coach Steve Hansen and includes cameo appearances from international rugby greats.
Kiwi musician Stan Walker and All Black Israel Dagg provide the vocals, while American actor Rip Torn adds to the Men in Black authenticity in his role as chief of the Men in Black.
The video, which was launched yesterday morning, has also attracted significant media attention around the world, with coverage from CNN and The Washington Post in the US, The Telegraph in the UK, France's Le Figaro Magazine and the Sydney Morning Herald.
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Air New Zealand head of global brand development Jodi Williams said the airline has become world renowned for its quirky safety videos since launching the body painted Bare Essentials of Safety in 2009.
"We think Men in Black Safety Defenders is our best safety video yet, but I must admit even we have been surprised by just how quickly it's taken off," she said.
"By putting effort into making safety videos people want to watch we are helping to ensure our customers really engage with the important safety messages portrayed while at the same time receiving global attention for our brand and for New Zealand on a scale that simply wouldn't be possible through traditional marketing channels."
Collectively, the airline's safety videos have been viewed more than 53 million times online.