If you're a Kiwi, it's guaranteed to give you goose-bumps. If you're a rival, it should make your hair stand on end. It is, of course, the All Black's spine-tingling pre-game 'war-dance' the haka.
Loud and aggressive, the haka sends a clear signal that the gloves are off. No other team in the world has ever behaved in this way. Why do the All Blacks?
Well, whatever you might think, it's not a declaration of war, or a volley of insults, or even a raucous challenge. It's more an acclamation of faith: faith in the team, in its strength and in the country it represents. So, look on it as a glorious roar of nationhood and join us in enjoying it!
Most Kiwis are still nostalgic for the "old" haka, the world-famous, ringing cry of "Ka Mate, Ka Mate! Ka ora, Ka ora!" - which translates to "I die, I die, I live, I live". Some say this was composed by one of the wilder characters of New Zealand's early colonial days, the Maori chief Te Rauparaha. Others claim it's as old as time. Whatever the case, it's the best-known and best-loved haka of all, and was first performed in 1888.
More often heard at big matches now is "Kapa o Pango", a haka tailor-made for the All Blacks. This one has raised eyebrows since its introduction in 2005, but its words are less warlike than those of Ka Mate, Ka Mate. They're simply about All Black supremacy; nothing to do with life and death - though the game that follows may seem otherwise!
Way back in 1924, another haka was performed by an All Black side known as the Invincibles. They wrote it on the sea journey from New Zealand, and called it Ko Nui Tireni. It's all about standing fearless in the storm, and it greatly impressed - of all unlikely people - the Irish writer James Joyce. And yes, the Invincibles won every game they played (32 in all) during their tour of England, Ireland, Wales and France.
And there's one more haka we should mention. This one dates from 1903 and was aimed specifically at New Zealand's arch-rivals, the Aussies. "How are you, Kangaroo?" those Edwardian All Blacks bellowed. "Woe, woe, woe to you!" We're not sure whether this haka was ever heard again, but it perhaps helped the side to their 10 out of 10 match tour record!