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This new 'Madden 15' ad is wonderful, incomprehensible madness

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Seriously, just watch this.

It's hard to put a finger on why the new ad for Madden NFL 15 is so great, but it is. What's supposed to be a commercial for an annualized video game franchise becomes a three-and-a-half-minute love letter to the weirdness lurking in the back of your mind after you've been on prescription pain medication for a week.

Kevin Hart and Dave Franco are the driving forces behind this fever dream, challenging each other to a series of games. Things quickly spiral from there. Richard Sherman tackles a guy in his office, there are fireworks, a house burns down and whatever the hell this is.

Yes, it's confusing. Yes, it makes no sense. No, it doesn't increase the likelihood we'll buy Madden 15 -- but that doesn't matter. They went for it.