NFL Great Ray Lewis Teams Up With Actor Paul Rudd in 'Madden NFL 13' Viral Clips (Video)

5:05 PM PDT 8/24/2012 by John Gaudiosi

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New series of promotional videos reveal that the long-time best buddies have been playing Madden video games and helping each other’s careers for many years.

Electronic Arts is gearing up for a new season of football. With EA Sports’ Madden NFL 13 launching on August 28, the game publisher is rolling out all of the stops to generate publicity for the perennial bestseller. This year, EA enlisted actor Paul Rudd and former Madden cover athlete Ray Lewis of the Baltimore Ravens to appear in a series of five viral videos.

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The humorous video series details new gameplay features in Madden, including the ability for Kinect for Xbox 360 players to call 360 to make pre-snap adjustments and audibles on offense and defense with their voice. Rudd shows that Kinect can work defensively by yelling “Spike” before Lewis was about to score on offense. The game’s replay feature is showcased as Rudd shows a missed tackle over and over again before Lewis explodes.

It’s also revealed that Rudd taught Lewis his pregame dance (aka “The Squirrel”) and the two toured together in “I’m Not Rappaport” before Judd Hirsch muscled his way in. All the videos can be seen on the EA Sports YouTube channel.

EA also worked with Hollywood talent like Ne-Yo, Nick Jonas, Kym Johnson, Jesse Williams, Terry Crews, Jesse Metcalfe, Skylar Laine and Alison Sweeney in the fourth annual EA SPORTS Madden NFL 13 Pigskin Pro-Am Powered by GameStop. The game, which was taped in Chicago’s Grant Park, airs Sunday, August 26 at 7 PM ET on NBC. These celebrities play alongside NFL greats like Brett Favre, Donovan McNabb, Jerry Rice, Michael Irvin, Barry Sanders and Deion Sanders in a flag football game. NFL Network’s Paul Burmeister, and NFL Hall of Famer Marshall Faulk call the action, while Susannah Collins goes on the field to provide updates from the sidelines.

Those who can’t wait until August 28 can play the free demo on PlayStation Network Xbox LIVE today. The demo offers two Play Now matchups. One features the Super Bowl XLVI champion New York Giants visiting the San Francisco 49ers in a rematch of last season's NFC Championship game. The other involves the Seattle Seahawks traveling to the Washington Redskins to take on rookie quarterback Robert Griffin III. Broadcasters Jim Nantz and Phil Simms give the virtual play-by-play in the new game.

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EA Tiburon has overhauled the football franchise with this latest iteration. The game utilizes the Infinity Engine to make the action on the field more realistic on both sides of the ball, while Connected Careers rewrites the rules of what career and franchise modes should look like by blending both modes in new ways. Gamers will also be able to take advantage of Total Control Passing and Ball Hawk when kicking off a new virtual season of some football.