EA Sports decided to go the "Swagger Wagon" route and create a three-minute, rap-centric promo for its Madden NFL video game.
But instead of Busta Rhymes, we get Kevin Hart and Dave Franco to do the rapping honors as part of an intricate plot that revolves around a simple idea: "Madden Season," is here, which means it's time for everyone to lose their minds.
The clip begins with Hart knocking on Franco's door and then slapping James' brother across the face.
Why does he do this? Hart is apparently caught up in an intense bout of Madden fever, and would like to challenge Franco to a 1-on-1 game.
What happens from there is borderline lunatic, with plenty of head-scratching moments that lead to a final game between Hart and Franco outside Franco's mansion.
When someone alerts Dave that his house is on fire, he stares down the television screen with an evil smile before declaring: "Let it burn."
Part hilarious and part "huh?", this promo is one of the more inventive ones in recent memory, and features several athlete cameos.
Check it out here:
Madden NFL 15 arrives on Aug. 26 in just about every format imaginable. This is by far the most drastic step EA's marketing team has taken in the way of this particular franchise, but weird promo comedy appears to be all the rage right now.
Busta recently took some serious heat for Toyota's "Swagger Wagon" rap video, in which he took a guest verse from a suburban family hell-bent on proclaiming the virtues of their new vehicle.
We called it "Are We There Yet meets Children of the Corn," but you can decide for yourself.
