Ford Trucks, the toughest bull riders and the rankest bull athletes of the PBR invaded the streets of New York January 3 to the surprise of some of the nation's toughest morning commuters. One hundred twenty-five tons of dirt plus over 10 tons of riders and angry bulls were all brought to the intersection of 33rd Street and 8th Avenue by 14 F-Series trucks. The pack of 1,700-pound horned beasts ran down 33rd Street to kick off the "Built Ford Tough Trucks and PBR Invasion of the Bulls" event. Some of the world's top bull riders later took on the toughest bucking bulls in a free exhibition in the bull arena built outside of Madison Square Garden.

The marketing campaign is in its third straight year. Fans can visit www.invasionofthebulls.com to register. Five finalists will receive an all-expenses-paid trip to the second weekend of the Built Ford Tough PBR World Finals in Las Vegas, Nov. 6–9, 2008, where the grand-prize winner will be determined. In addition to tickets to the Built Ford Tough PBR World Finals, finalists will have lunch with 15 of PBR's top riders including Justin McBride, Adriano Moraes, Sean Willingham, Matt Bohon, Mike Lee, and J.B. Mauney, and receive VIP access — a once in a lifetime experience.

The lucky promotion winner will walk away with the grand prize: a bull appropriately named "Super Duty," which is colossal at 1,450 pounds with a bucking rate of 86.5 percent. The grand prize winner will become part stock contractor for Super Duty for a year and his/her name will be announced on national television each time Super Duty competes. They will also win a Ford Super Duty F-450 pickup. The 2008 Super Duty F-450 pickup delivers 24,500 pounds of towing and more than 6,000 pounds of hauling capability. The F-Series is America's best selling truck for over 30 years running.

The Professional Bull Riders have become known as the "toughest sport on dirt" as they broke away from traditional rodeo circles in 1992 to exclusively feature bull riding — the main draw at most rodeos. Ford has partnered with PBR since 2001, the first two years Ford acted as a presenting sponsor. In 2003, Ford Truck increased their involvement to become the title sponsor of the Built Ford Tough Series, the 'major leagues' of bull riding, garnering more than 100 million viewers on NBC, FOX and Versus and more than 1 million event attendees.

The Professional Bull Riders "Built Ford Tough" series is a 33-city tour that shows off some of the toughest athletes in the country. More than 1 million fans will attend and 32 million viewers will tune in to watch some of the best riders from the United States, Canada, Brazil, and Australia.