They really have done an awesome job with these video packages for Cena/Lesnar. Maybe the only time a WWE match has a legitimate big match feel nowadays.
I'd almost guarantee you that Heyman was the one behind this promo. I recently read an old interview with a former WWE writer that talked about how much of a creative genius Paul was. He pointed to the promo for Lesnar/Rock Summerslam 02 that had a before it's time promo style that became the norm in UFC and it was all Heyman's idea.
Lo and behold, Lesnar is back for a big match and we get a sick promo like that.
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