Behind The Gloves and Brothers & Sisters launch “7th Punch” campaign for Midnight Mayhem

The AI-generated film campaign runs until 19 January 2027, supporting a charity boxing event during ICE Barcelona (World Gaming Week).

Behind The Gloves has launched a new campaign with creative agency Brothers & Sisters to promote Midnight Mayhem, a charity boxing event set for 19 January 2027 in Barcelona during ICE Barcelona (part of World Gaming Week). The campaign, titled “7th Punch”, went live on Friday 25th September 2026.

The concept reframes boxing’s standard six-punch foundation—jab, cross, lead hook, rear hook, lead uppercut, rear uppercut—by introducing a “mythical” seventh punch, positioned as “the punch no one sees coming”. The campaign uses the idea as both a boxing reference and a broader metaphor for unexpected life events.

At the centre of the rollout is an AI-generated film set in 1970s Mexico. According to the press release, the film is inspired by Mexico’s boxing heritage and follows a young boy coached by a mentor who tells the story of the seventh punch, building to the moment the seventh blow “inspir[es] those brave enough to step into the ring.”

The film is set to be followed by additional video content featuring amateur fighters from participating businesses discussing their own “seventh punch” stories. The content supports Midnight Mayhem, which will feature twenty participants from across the gaming and gambling industry competing in ten bouts after a six-month training programme. Behind The Gloves said the initiative aims to raise money and awareness for 25 charitable causes, with an ambition of €200,000.

Lee McFarland, Founder, Behind The Gloves, said: “Brothers & Sisters have been incredible partners, defining the idea that in both boxing and in life the 7th Punch is the hardest to take. They understood from the beginning that this was about far more than producing a film, it was about telling a deeply human story with honesty, sensitivity and impact.

“We’re incredibly grateful for the time, creativity and belief they’ve given to Behind The Gloves and our mission. They’ve helped us tell The 7th Punch story in a way that we simply couldn’t have achieved alone, and I’m immensely proud of what we’ve created together.”

Andy Fowler, founder and ECD of Brothers & Sisters, said: ’There are 6 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. And it’s why they deserve our support.’

The film was produced by Everything is Computer, an Ai specialist production company launched in 2025.