Air New Zealand's latest safety video featuring the All Blacks has been watched by about 3.2 million people a day - and it looks set to become the airline's most popular video to date.
The Men in Black Safety Defenders video has been watched online some 12.9 million times in the four days since it was released.
The video, inspired by the Men in Black films, features several high profile All Blacks, their coach Steve Hansen, and 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.
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The video was screened at half time of the Bledisloe Cup match at Eden Park in Auckland over the weekend to a crowd of close to 50,000 rugby fans, and Walker took to the pitch to answer questions about his role in the video.
The video has also attracted significant media attention around the world, with coverage from CNN, The Washington Post and Time in the US, The Telegraph and the Daily Mail in the UK, France's Le Figaro Magazine and the Sydney Morning Herald.
Air New Zealand global brand development head Jodi Williams said the airline had been blown away by the video's popularity.
"It's been fantastic seeing the reaction to Men in Black Safety Defenders both online and from the feedback we've received from customers.
"We have been a longstanding supporter of the All Blacks and New Zealand Rugby and it's been great for us to be able to release this latest video and show our support for the team at what is an exciting time for rugby."