Touching Hands, directed by the great Guy Richie, took boxing promos to another level. A near-four minutes of frenetic action, the short film was soundtracked by the ultimate singalong song ‘Sweet Caroline’, and starred Anthony Joshua, Daniel Dubois and a selection of the undercard.

Murder, suffocation, burning alive, bullet wounds, electricution in the bathtub — nothing was off the cards. As the tension rose, so did the fighters, culminating in a chorus that shook Wembley Stadium to its core.

As the film ended, 80,000 people continued to sing the song before the fighters walked to the ring. This wasn’t just promotion for a big event, this was blurring the lines between campaign and culture.