Haye had a lot of ground to make up after the ppv let downs and then the Chisora brawl in terms of his wider public image. He's definitely trying to reverse that and it started back with the celebrity jungle programme. That wasn't just something he did to fill up his spare time but was the initial part of the PR campaign he's carrying on with now. The aim is to come across as the nice guy the wider public are gonna want to hand over their ppv money again for against the big nasty Ivan Dragos.