Die Hard 4.0 brings the action to washrooms

Twentieth Century Fox launched a nationwide campaign in Admedia’s bar network to promote the release of Die Hard 4.0.

The campaign features Male washroom posters across 400 bars and 300 talking posters. 500,000 beer mats and ‘Die hard rulebooks’ are being distributed in the bar environment.

Listen to the talking poster

Beer mats front & back:

Die Hard booklet excerpt:

The campaign will reach an estimated 1.7 million males.

Die hard 4.0 sees Bruce Willis reprising his role as John McClane. He teams up with Justin Long, who plays a young hacker. The two men face off a gang of virtual terrorists.