Fury-Ngannou fight gets a truly earth-shattering promo from Accenture Song and Droga5
The heavyweight boxers trade punches that crack walls, floors and ceilings in cinematic film from Seb Edwards

Editor's Pick
The heavyweight boxing match between Tyson Fury and Francis Ngannou in Riyadh, Saudi Arabia, on Oct. 28, should be an explosive affair. And it’s getting advertising to match, with Accenture Song and Droga5 crafting an extraordinary 90-second spot that’s already being hailed as one of the best boxing promos in history.
The spot, titled “Rumble,” features Fury and Ngannou feeling the pressure of the impending showdown, as each man’s training sends taunting shockwaves to his opponent from afar in a series of ever-escalating, fantastical assaults.
Director Seb Edwards, himself a former competitive kickboxer and fight fan, imbues the violence with cinematic style. But the film is also tinged with levity, which adds to its appeal. There’s a certain humor to the one-upmanship, at least until the end, when the psychological metaphors give way to intense hand-to-hand combat.
The soundtrack—Betty Chung’s 1968 cover of Nancy Sinatra’s “Bang Bang”—also adds to the richness of the vibe. The song ties in lyrically, but is also cool and aloof, lending further juxtaposition with the imagery.
“The hype and the drama and the spectacle of this fight needed a promo that did it justice,” said Jason Kreher, chief creative officer North America at Accenture Song. “Every decision we made was in service of making this insane spot look beautiful. As always, Jack Handey said it best: ‘To me, boxing is like a ballet, except there’s no music, no choreography, and the dancers hit each other.’”
“I’ve been a lifelong boxing fan, and fight promos have always been mind-numbingly generic,” said Edwards. “I wanted this film to be an exception. They are both incredible people, and I wanted to capture their unique personalities and fighting styles in a way that was entertaining and operatic. These types of projects are becoming rare now, so big thanks to the brilliant Song crew for making it happen.”
Accenture Song and Droga5 (an Accenture agency) have been promoting this fight for some time. In early September, at the announcement ceremony for the fight, the agencies unveiled portraits of the two fighters dressed as kings—outfitted by costume designer Sandy Powell (a three-time Oscar winner) and shot by British fashion photographer Nick Knight.
“This is very much uncharted territory for both of the fighters, and we took that as jumping off point for the creative,” said Tres Colacion, executive creative director at Droga5. “Nick is a photographer who seeks out the ‘never seen before,’ he’s never shot sport, and that made everyone very excited.”
A version of the film posted to X (formerly Twitter) by Turki Al-Sheikh, minister of Saudi Arabia’s General Entertainment Authority, has been viewed more than 160 million times. Al-Sheikh has also been posting other Accenture Song and Droga5 work for the fight, including Las Vegas Sphere creative below.
💪🏻🥊❤️🔥👍 pic.twitter.com/DmzF1sLWU4
— TURKI ALALSHIKH (@Turki_alalshikh) October 3, 2023
Fury, who hails from Britain, has held the World Boxing Council (WBC) heavyweight title since 2020. Ngannou, of Cameroon, is a former UFC champion making his professional boxing debut. The fight will be a pay-per-view event in the U.S.
Credits
- Date
- Oct 12, 2023
- Agency :
- Accenture Song
- Agency :
- Droga5
- Chief Executive Officer :
- David Droga
- Chief Creative Officer :
- Jason Kreher
- Creative Director :
- Matt Sorrell
- Creative Director :
- Alex Romans
- Chief Creative Officer :
- Scott Bell
- Group Creative Director :
- Tres Colacion
- Group Creative Director :
- Giancarlo Rodas
- Creative Director :
- Bastien Grisolet
- Creative Director :
- Nathaniel Lawlor
- Creative Director :
- Tom Coleman
- Creative Director :
- Derek Lui
- Senior Art Director :
- Cara Cecchini
- Senior Copywriter :
- Mia Rafowitz
- Design Director :
- Dan Pulito
- Senior Designer :
- Kenisha Rullan
- Designer :
- Kalissa White
- Global Chief Marketing Officer :
- Sean Lackey
- Executive Group Account Director :
- Sharif El Rabiey
- Account Director :
- Anthony Gavranic
- Account Director :
- Nivie Roberts
- Account Supervisor :
- Maddy Bell
- Account Supervisor :
- Melanie Fougeres
- Account Manager :
- Brendan Woeppel
- Account Manager :
- Nichole Murdock
- Co-Head of Production :
- Ruben Mercadal
- Co-Head of Production :
- Jenn Mann
- Executive Producer Film :
- Dave Stephenson
- Senior Producer Film :
- Roger Moran
- Senior Producer Film :
- Patrick Wood
- Associate Producer Film :
- Madeleine Wilkinson
- Associate Producer Film :
- Harit Muttreja
- Director of Art Production :
- Cliff Lewis
- Senior Producer Art :
- Dagmar Wong
- Executive Producer Print & Fabrication :
- Alyssa Dolman
- Senior Producer Interactive :
- Manini Gupta
- Senior Music Supervisor :
- Mike Ladman
- Junior Music Supervisor :
- Mara Techam
- Head of Business Affairs :
- Dan Simonetti
- Associate Director & Senior Business Affairs Manager :
- Tom Vendittelli
- Senior Talent Manager :
- Sunny Valencia
- Co-Chief Strategy Officer :
- Colleen Leddy
- Co-Chief Strategy Officer :
- Harry Roman-Torres
- Group Strategy Director :
- Drew Simel
- Group Communications Strategy Director :
- Eric Tsai
- Senior Communications Strategist :
- Madeline Dooney
- Group Project Manager :
- Alex Robinson
- Senior Project Manager :
- Gregory Boone Jr.
- Minister & Chairman :
- Turki Alalshikh
- Chief Executive Officer :
- Mohamed Al-Khereiji
- Chief Executive Officer :
- Khalid Alkhudair
- Head of Marketing :
- Mazin Alshanti
- Production Company :
- Park Pictures
- Director :
- Seb Edwards
- Executive Producer :
- Jackie Kelman Bisbee
- Executive Producer :
- Scott Howard
- Executive Producer :
- Fran Thompson
- Head of Production :
- Chelsea Schwiering
- EP :
- Michelle O'Brien
- Producer :
- Laurie Boccaccio
- Director of Photography :
- Adam Arkapaw
- Production Designer :
- Maria Djurkovic
- Art Director :
- Gavin Fitch
- 1st AD :
- George Walker
- Line Producer :
- Jane Lloyd
- Photography :
- Nick Knight
- Executive Producer :
- Charlotte Knight
- Producer :
- Hollie Bellis
- Costume Designer :
- Sandy Powell
- Set Designer :
- Andrew Tomlinson
- Retouching :
- Epilogue
- 3D Design :
- SHOWstudio
- Art Director :
- Matthew Gossage
- Director of Technology :
- Matthew Gossage
- Junior Creative Technologist :
- Izzie Koyander
- Editorial :
- Cosmo Street
- Editor :
- Tom Lindsay
- Assistant Editor :
- Joey Henshaw
- Assistant Editor :
- Alexandra Jimenez
- Head of Production :
- Anne Lai
- Post Production :
- Time Based Arts
- Colorist :
- Simone Grattarola
- 2D Lead :
- Stephen Grasso
- 3D Lead :
- Mike Battcock
- 3D Lead :
- Ben Cantor
- 2D Artist :
- Bernie Varela
- 2D Artist :
- Adam Fenwick
- 2D Artist :
- Eleonora Laddago
- 2D Artist :
- Leo Weston
- 2D Artist :
- Liam Doyle
- 2D Artist :
- Lucy Lawrence
- 2D Artist :
- Ludvig Hallenius
- 2D Artist :
- Mike Outlaw
- 2D Artist :
- Olivia O'Neil
- 2D Artist :
- Prince Yladom
- 2D Artist :
- Ria Shroff
- 2D Artist :
- Andrius Jurkevicius
- 3D Artist :
- Bethan Williams
- 3D Artist :
- Joe Ibbett
- 3D Artist :
- Jordan Carter
- 3D Artist :
- Jordan Coles
- 3D Artist :
- Maxime Ponsart
- 3D Artist :
- Teodora Retegan
- 3D Artist :
- Ashley West
- Matte Painting :
- Lee Matthews
- Executive Producer :
- Tom Johnson
- Producer :
- Tom Manton
- Music Writer :
- Sonny Bono
- Performed by :
- Betty Chung
- Sound :
- 750 MPH
- Sound Design & Mix :
- Sam Ashwell
- Audio Producer :
- Olivia Ray
- Interactive Production Company :
- SHOWstudio
- Design and Animation :
- GRIF.Studio
- Production & Innovation Studio :
- UNITS
- Project Director :
- Sara-Lee Rost
- Executive Producer :
- Adam Sargent
- Executive Producer :
- Erin Ray
- Executive Producer :
- Richard Loader
- Producer :
- Zoja Micunoviv
- Producer :
- Ludovica Musumeci
- Executive Creative Director :
- Alex Horton
- Creative Director :
- Shelley Adamson
- Creative Director :
- Tung Yi
- Creative Director :
- Zlaten del Castillo
- Tech Lead :
- Javier Velazquez Traut
- Business Director :
- Tony Lehal
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