The punch no one sees coming: Behind The Gloves and Brothers and Sisters launch campaign to define boxing’s 7th punch

Traditionally, six punches – jab, cross, lead hook, rear hook, lead uppercut, rear uppercut – have formed the foundation of boxing.

Now, the boxing not-for-profit Behind The Gloves and creative agency Brothers & Sisters are launching a new campaign that aims to define boxing’s mythical ‘7th punch’ – the punch no one sees coming.

This is both true for boxing and a metaphor for the unexpected punches we get thrown at us in life. The idea behind the campaign is that life will inevitably hit us with something we’re not expecting, but sometimes the most important fight is what we choose to do next.

Behind The Gloves is a community-driven initiative and nonprofit organization founded by Lee McFarland. The charity uses boxing, fitness, and corporate engagement, primarily within the iGaming and sports betting sectors, to host wellness experiences and raise funds for charitable causes.

The campaign centres on an AI-generated film set in Mexico in the 1970s, where the mythical seventh punch first originates.  Inspired by Mexico’s boxing heritage, the film opens on a young boy being coached by his mentor, who regales the tale of the seventh punch. The film follows our Mentor’s narrative, culminating in that seventh blow inspiring those brave enough to step into the ring. 

The launch film will then be followed by video content by the amateur fighters talking about their own personal seventh punch story from numerous global businesses participating in Midnight Mayhem.

The campaign is promoting Midnight Mayhem, a Behind The Gloves charity event taking place in Barcelona next year where twenty people from across the gaming and gambling industry have been invited to take part in nine boxing bouts.

Each of the contenders is undertaking a six-month boxing training programme before stepping into the ring during ICE Barcelona (part of World Gaming Week), in order to raise money and awareness for 25 charitable causes. The charity’s ambition is to raise €200,000 through the campaign. Midnight Mayhem takes place on 19 January 2027.

The “7th Punch” campaign will launch Thursday 24th September and will run right up until the event in January next year. 

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.

For more information, visit: https://btg-boxing.com/midnight-mayhem-2027

Source: Brothers & Sisters

  Advertising, AI, Behind The Gloves, Brothers & Sisters, Campaign, charity, Marketing