The 7th Punch Named One of the 20 Best Commercials in the World

Our 7th Punch campaign is making its mark on the world of advertising.

Created by Brothers & Sisters for Behind The Gloves, it became Campaign UK’s Ad of the Day, the first fully AI-generated advert to receive that recognition. Now, shots has named it one of the 20 best commercials in the world for September.

The blow you never see coming

Boxing has six punches: the jab, the cross, the lead hook, the rear hook, the lead uppercut and the rear uppercut. The film invents a seventh. Set in 1970s Mexico, it tells the story of a fictional boxer, Hector Enrique Gonzalez, who briefly brought a seventh punch to the sport before tragedy struck.

We invented a seventh to represent the life event no one saw coming.

Andy Fowler, Founder and ECD, Brothers & Sisters

The 7th Punch represents the moment life knocks you down, and the courage, community and support that help you get back up. That message sits at the heart of Behind The Gloves and the journeys our Midnight Mayhem fighters are taking for causes close to their hearts.

A message close to home

As founder of BTG, seeing this campaign grow and earn recognition like this makes me incredibly proud. Brothers & Sisters took a message deeply personal to me and created a film that is reaching far beyond our boxing community.

A massive thank you to the whole Brothers & Sisters team for believing in us, pushing the creative boundaries and bringing this story to life.

The team behind the film

• Agency: Brothers & Sisters, London
• Production and post-production: Everything is Computer
• Chief Creative Officer, Art Director and Copywriter: Andy Fowler
• Executive Creative Director: Nik Studzinski
• Producers: Elizabeth Dolan and Everything is Computer
• Edit: Stitch
• Colour: Black Kite Studios (George Kyriacou)
• Sound design: Seb Bruen

Read more on shots: Behind The Gloves packs a punch

Courage. Community. Impact.