The US channel airing the super-middleweight unification clash between Joe Calzaghe and Mikkel Kessler has unveiled the ad which it hopes will convince the notoriously insular American fight fan to tune into a match between a Dane-Englishman and a Welsh-Italian.
Just to hammer the point home, the first words of HBO's glossy ad are Calzaghe and Kessler saying 'You might not know me...'
You can watch the advert here www.hbo.com/boxing/ by clicking 'Watch the video' under the boxers' picture.
UK fight fans who aren't going to the Millennium Stadium on November 3rd can watch the bout via Setanta Sports.