This advert is Undisputed

Director Alex Takács' campaign for Riyadh Season, produced by ProdCo in collaboration with Big Time Creative Shop, captures global attention with their announcement of a historic title fight between Fury and Usyk, a titanic clash that happens only once in a few decades. 

Nearly 25 years later and halfway around the world, this fight marked the first time an undisputed heavyweight champion had been crowned since Lennox Lewis defeated Evander Holyfield in Las Vegas in November 1999. Takács blends nostalgia and storytelling, evoking the spirit of the iconic 1999 title fight to hype up the next, immersing viewers in the excitement of the moment and the magic of being able to say, "I was there when..."

Shot in London’s famous E Pellicci cafe, the promo centres on "The Spectator," an English Lennox Lewis fan whose life changed forever when he attended the Undisputed Heavyweight Championship fight in Las Vegas, November 1999. His memory of the day is sharp, his storytelling so imaginative and vivid, that his recollection of the event begins to have a physical impact. Fact and fantasy blur as the Spectator gets knocked by his phantom opponent into a full sized ring, where legendary boxing pundit Steve Bunce delivers his commentary on the 1999 fight from ringside.

The Fury and Usyk fight took place on May 18th with a rematch scheduled for Dec. 21 in Riyadh, Saudi Arabia.