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New Madden ad is expensive, idiotic and unmissable

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Reveling in self-consciously moronic dudebro fireworks, the new Madden commercial is a 21st-Century ad creative's wet dream.

Featuring Kevin Hart, Dave Franco and a hatful of athletes, it follows a grandiosely blokey video game sporting rivalry, festooned with low-hanging cultural references, stupid jokes and hilariously pointless surrealism.

If I hadn't already grown weary of Old Spice's shenanigans, I'd rank it as a work of genius, rather than merely a greatly entertaining slice of testosterone-ish buffoonery.

Madden NFL 15 will be released on Aug. 26 for Xbox and PlayStation consoles.