No, we don't get it, either.

Electronic Arts has released a humorous yet decidedly bizarre ad campaign for the upcoming Madden NFL 15 .

Personalities Kevin Hart and Dave Franco give us a peek at the arrival of "Madden Season" and what appears to be a weird rivalry between the two. This ad also includes cameos from various NFL stars like LeSean McCoy, Dez Bryant, Damian Lillard, Von Miller and Colin Kaepernick, and the people behind Epic Meal Time pop up, too. A version of this trailer will air on TV during the lead-up to Madden NFL 15 's release on August 26, when it'll be available for the PlayStation 4, Xbox One, PlayStation 3 and Xbox 360.

Seriously, though…what's going on here?