As silly as this video starts off to be, it is important to watch and learn what is actually happening here. Pouring buckets of ice over your head means something to the 30,000 people in the US with ALS who aren’t being offered a cure. I knew the disease is genetic and terrifying, but this video breaks it all down in a way that is easy (also heartbreaking) to understand.

I know, I know. Ads can do crazy things, what with their over-the-top budgets, star power, and flexible format. And sharing them just plays into their whole reason for being. But this ad for Madden ’15 is just nuts, and even though I don’t care for Madden, or sports video games, or Kevin Hart, or Dave Franco, this video has so many absurd, funny, over-the-top turns, that I can’t help myself.

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