The 7th Punch: Our New Campaign with Brothers & Sisters

There are six punches in boxing: the jab, the cross, the lead hook, the rear hook, the lead uppercut and the rear uppercut. Together with agency Brothers & Sisters, we've invented a seventh.

The 7th Punch is the one nobody sees coming: the life event that knocks you sideways. What you do next is the fight that matters, and it's exactly what our Midnight Mayhem fighters are overcoming as they train for fight night.

The film

Set in 1970s Mexico, drawing on the country's rich boxing heritage, the film follows a mentor coaching a young boy, telling him the legend of how the seventh punch began. It was produced with AI production company Everything is Computer.

There are six punches in boxing. We invented a 7th to represent the life event no one saw coming. It's what all our Midnight Mayhem amateur fighters are overcoming.

Andy Fowler, Chief Creative Officer, Brothers & Sisters

They've helped us tell The 7th Punch story in a way that we simply couldn't have achieved alone.

Lee McFarland, Founder, Behind The Gloves

What's next

The launch film will be followed by videos from our amateur fighters sharing their own 7th Punch stories, running all the way to Midnight Mayhem at La Paloma, Barcelona, on 19 January 2027.

Credits

Agency: Brothers & Sisters (Andy Fowler, Chief Creative Officer and Copywriter; Nik Studzinski, Executive Creative Director; Matt Charlton, Account Manager; Liz Dolan, Agency Producer). Production: Everything is Computer. Sound: Seb Bruen. Edit: STITCH London (Tim Hardy). Colour: Black Kite Studios (George K).

Read more on LBB, and see how the film went on to be named one of the 20 best commercials in the world.