 Cena then began a feud with Kane, who cited his disgust for Cena's "Rise Above Hate" slogan and claimed that Cena would need to embrace the hate in order to defeat The Rock at WrestleMania. Cena fought Kane to a draw at the Royal Rumble, and then defeated him in an Ambulance match at Elimination Chamber. At WrestleMania XXVIII, Cena faced The Rock in the main event match which had been building for a year and was billed as "once in a lifetime". The match ended when Cena attempted the People's Elbow on The Rock, and The Rock countered with a Rock Bottom for the pinfall.
