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Ray Lewis, Paul Rudd Play Lifelong Friends/Rivals for Latest ‘Madden’ Installment

In a bizarro world concocted by the minds at San Francisco shop Heat, Baltimore Ravens defensive powerhouse Ray Lewis and Halloween 6: The Curse of Michael Myers star Paul Rudd have known each other all their lives. So tis the premise for the latest TV/campaign dubbed “Madden Forever,” which as you can probably gather, is promoting EA Sports’ latest Madden installment, Madden NFL 13.

As you’ll see above, Lewis & Rudd (makes for a decent band name) not only love the lucrative Madden franchise, but grew up as “young thespians” and it was Rudd in fact who taught Lewis how to do his famous “squirrel dance.” The “Interview” web video is just one of several clips from the campaign along with the “Old Rivals” TV spot below (the full series can be viewed here).

While Heat has tried the rivalry concept out for other EA Sports franchises before (remember Steve Nash vs. Hope Solo?),  we have to say the agency has honed the humor angle quite a bit. Thus, the winning streak for EA campaigns continues. Credits after the jump.

Executive Creative Director: Steve Stone
Creative Director: Warren Cockrel
Associate Creative Director: Anna Rowland
Senior Copywriter: James King
Senior Art Director: John Verrochi
Senior Art Director: Richard Fischer
Content Producer: Vera Kacurova
Executive Content Producer: Brian Coate
Business Affairs Director: Russ Nadler
Group Account Director: Aaron Lang
Account Director: Eddie Garabedian
Assistant Account Manager:Bryant Marcia
Web Production Credits
Executive Creative Director: Steve Stone
Creative Director: Warren Cockrel
Creative Director: Nei Caetano
Senior Copywriter: James King
Senior Art Director: Richard Fischer
Content Producer: Mark Rasoul
Executive Content Producer: Jaime Chiang
Account Director: Eddie Garabedian
Assistant Account Manager: Bryant Marcia
Client: EA Sports
Senior Director Advertising and Media: Dana Glazer Marineau
Director Advertising and Media: Dustin Shekell
TV Production Company: Hungry Man
Executive Producer: Cindy Becker
Director: Wayne McClammy
Editorial Company: Hutch & Co.
Producer: Jane Hutchins
Editor: Jim Hutchins
Assistant Editor: Joaquin Machado
Post Production: The Mill, LA
Colorist: Adam Scott
Flame Artist: Gizmo Rivera
Recording Studios: One Union Recording, SF & Lime Studios, LA
Engineer: Joaby Deal
Producer: Lauren Mask
Web Production Company: The Nerdery

 

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