In advance of Comedy Central’s four-day special, Jeff Ross Presents Roast Battle, the network teamed with brand partner Dodge to promote both the show and the Dodge Challenger.

In the spot, Ross and Roast Battle referee Brian Moses drive around LA’s Sunset Strip in a Dodge Challenger, roasting passers-by on the fly with a bullhorn. The two end their night of cruisin’ and abusin’ at the Comedy Store, where Roast Battle got its start.

The spot was created for Comedy Central by Viacom’s branded content unit, Viacom Velocity. Producing it required shutting down the Sunset Strip for two hours on June 8. Ross tweeted out that he would be shooting the spot, and people “showed up in droves,” reports Adweek, to have a chance to be roasted by Ross and end up in the spot. (In answer to your unasked question: No, the ladies who were told they were “lookin’ good, two fives make a ten!” probably knew something insulting was coming their way.)

Jeff Ross Presents Roast Battle starts Thursday, July 28 on Comedy Central, and then runs, bracket-style, over four days, with comedians insulting each other and progressing forward until one final champion prevails on Sunday, July 31.

READ MORE: Adweek

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