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.
       
     
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Madden NFL - Madden Forever

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. 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.

Copywriter: James King
Director: Wayne McClammy
Agency: Heat SF

       
     
       
     
       
     
       
     
       
     
       
     
 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.
       
     

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.

Madden_Creativity.jpg