Search for the toughest bouncer in America (2002)
Brands are not generally interested in associating with violence, so the 2004 remake of Walking Tall was a tough sell to begin with.
But The Rock, as Sheriff Chris Vaughn, embodies the spirit of physical and mental toughness and uses his power to stand up for what's
right. That's the spirit we tapped into for America's Tough-Fest, a nationwide search for the toughest bouncer in America. Brand integration
pursued brands that promoted toughness, mental or physical - Ford Trucks, Samsonite, Red Bull, Bo-Flex, etc.
• Events in top 6 DMA's
• 600 Bar-Nights (100 per market)
• Street teams in branded vehicles going bar-to-bar
• Online nominations/immersive website
• 6 local competitions - winner from each market will compete in championship
• Final competition in LA hosted by The Rock: 6 local winners competing for title and $10,000 purse.
National broadcast on UPN the week film opens.
