Kevin Hart Will Destroy Your Car and Haunt Your Dreams Until You Play Him at Madden

Or maybe he just hates Dave Franco

Headshot of David Griner

It's Madden season, which apparently is a good time not to be friends with Kevin Hart. 

In EA's new three-and-a-half-minute promo for Madden NFL 15, we witness the extreme lengths to which Hart is willing to go in his quest to defeat Dave "the Lesser" Franco at video game sports.

As baffling as it is bafflingly long, the ad from agency Heat, San Francisco, rolls out quite a few celebrity cameos, including (for some reason) NBA star Damian Lillard and (because why not?) Harley Morenstein from Epic Meal Time.

If you like watching zany, over-the-top celebrity antics—or just like seeing James Franco's brother get slapped—this might be the ad for you. If not, well, you probably stopped reading when you saw the phrase "three-and-a-half-minute promo."

Credits after the jump.


Agency: Heat

Chairman, Executive Creative Director: Steve Stone

Creative Director, Copywriter: Warren Cockrel

Creative Director, Art Director: Anna Rowland

Senior Writer: Ryan Hartsfield

Senior Art Director: Jeff Fang

Executive Content Producer: Brian Coate

Content Producer: Jonathan Matthews

Business Affairs: Kathy Brooks

President: John Elder

Director of Client Services: Aaron Lang

Account Manager: Bryant Marcia

Assistant Account Manager: Nicole Bronstein

Client: Electronic Arts

Vice President, Advertising and Design: Dana Marineau

Director of Global Creative Strategy: Dustin Shekell

Advertising Manager: Scott Crissman

Production Company: Hungry Man

Executive Producer: Mino Jarjoura

Director: Wayne McClammy

Director of Photography: Bryan Newman

Line Producer: Nate Young

Editing Company: Arcade

Managing Partner: Damian Stevens

Executive Producer: Nicole Visram

Producer: Cristina Matraica

Editor: Christjan Jordan

Assistant Editor: Connie Chuang

Music Composition: Beacon Street Studios

Vocal Performer: Conway

Executive Producer: Adrea Lavezzoli

Mixer: Mike Franklin

Assistant Mixer: Dewey Thomas

Producer: Kate Vadnais

Visual Effects, Conform: The Mill

Senior Executive Producer: Sue Troyan

Producer: Jordan Sharon

Production Coordinator: Kris Drenzek

Shoot Supervisors: John Leonti, John Shirley

Creative Director: John Leonti

2-D Lead: John Shirley

3-D Lead: Tom Graham

Colorist: Adam Scott

2-D Artists: Nick Tayler, Brad Scott, Scott Wilson, Adam Matis, Jake Albers, Robin McGloin, Tim Robbins

3-D Artists: Kenzie Chen, Chris Goodrich, Bridget Warrington, Yorie Kumalasari, Krystal Sae Eua, Jesse Flores, James Ma, Blake Sullivan, Katie Yancey, Jonah Austin, Tyler Mele Design: Justin Demetrician

Graphics, Animation: Cinco Design

Creative Director: David Cipriano

Producer: Wendy Bryant

Motion, Animation: Russell Hirtzel, Carlos Maya

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."