After struggling against Ted Turner's World Championship Wrestling (WCW), McMahon cemented the WWF as the preeminent wrestling promotion in the late 1990s when initiating a new brand strategy that eventually returned the WWF to prominence. Sensing a public shift toward a more hardened and cynical fan base, McMahon redirected storylines towards a more adult-oriented model. The concept became known as "WWF Attitude" and McMahon commenced the new era when manipulating the WWF Championship away from Bret Hart at Survivor Series (now known as the "Montreal Screwjob").
