Today EA SPORTS officially kicked off Madden Season with a humorous ad campaign video featuring Kevin Hart and Dave Franco. The video demonstrates how friends become frenemies during Madden Season, when rivalries heat up and you’ll stop at nothing to get the win.

In addition to Hart and Franco, the spot also features cameos from other up-and-coming celebrities and young athletes including Colin Kaepernick, LeSean McCoy, Dez Bryant, Von Miller and Damian Lillard. Even the guys from the popular YouTube show, Epic Meal Time, join in on the fun. In a first for the Madden NFL franchise, the spot makes its debut online several days before it will hit broadcast television.

Madden NFL 15 allows players to transform into their rival’s worst nightmare with a new breed of defense, built to challenge the best offenses in the NFL. A new arsenal of pass rush moves, an intuitive tackling system, improved coverage logic, and immersive new camera angles make defense more exciting and fun than ever. Fans can call plays with confidence thanks to an all-new crowd-sourced recommendation engine built from millions of online games played by the Madden NFL community. Add in all-new NFL Films inspired presentation and it’s not just football, it’s Madden Season.

Madden NFL 15 is developed in Orlando, Florida by EA Tiburon and will be available on August 26 in North America and on August 29 in the EU for Xbox One, the all-in-one entertainment system from Microsoft, the PlayStation 4 computer entertainment system, Xbox 360 video game and entertainment system and the PlayStation 3 entertainment system. To learn more about Madden NFL 15, visit http://www.easports.com/madden-nfl.