The Madden NFL franchise has spawned many rivalries over the decades. But who knew that one of those rivalries was between Paul Rudd and Ray Lewis?! Well, nobody knew. We made it up. Yet, the unlikely duo turned out to be a big hit for EA, garnering crazy amounts of attention from the national press and die-hard Madden fans.
One of my favorite aspects of the campaign was seeing how Madden fans gave it a life of its own, using stills from the spots to create memes to spur on their own rivalries.