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Big Time Hits the Boxing World in Saudi Arabia
Arch rivals trade humorous blows
Big Time Creative Shop has big plans for Saudi Arabia. Its latest campaign seeks to position the country as a hub for boxing, enhancing the kingdom’s sports standing in the region and across the globe.
The Riyadh-based agency launched a short film, “The Obsession” infusing humor and sarcasm into the heated rivalry between Oleksandr Usyk and Tyson Fury ahead of their re-match on Dec. 21 taking place at Kingdom Arena.
In the Twilight Zone-style trailer, each boxer gradually begins to see the other’s face in every aspect of their daily lives:
Things take a dark turn as the obsession manifests into rival faces appearing on boxing gloves and a piece of chicken sausage. In one scene, Usyk’s face stretches from Fury’s torso in camp horror style.
A haunting version of Kylie Minogue’s “Can’t Get You Out of My Head” plays throughout.
Big Time partnered with MegaForce, a French directing collective, as well as Riff Raff Films, to craft the commercial.
Interviews with the boxers and banter during press conferences and on talk shows informed the creative approach.
“Both fighters have a unique sense of humor and a playful way of addressing each other, with nicknames like ‘Greedy Belly,’ ‘Sausage,’ and ‘Rabbit.’ So we thought, why not bring that dynamic to the screen instead of the usual action-packed boxing promos,” says agency CCO Rayyan Aoun. “It felt like a fresh, authentic approach.”
Initially, the creative team had concerns that the fighters might want it toned down.
“However, the opposite happened. They fully embraced the concept and were completely invested in pushing it to its fullest potential,” Aoun tells Muse.
The campaign will run as the lead up to the rematch and likely during the event itself. In addition to Riyadh Season’s own platforms, the film will air across TNT, Sky Sports, DAZN and BEIN.
