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EA totally, completely outcrazies itself for Madden 16 launch

Technically Incorrect: Colin Kaepernick as Al Pacino from "Scent Of A Woman." Rob Gronkowski as, well, what is that? Now this ad is what might be called a launch. Or a very strange lunch.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

Colin Kaepernick playing Al Pacino playing a blind man. EA/YouTube screenshot by Chris Matyszczyk/CNET

What were they thinking?

There are very rare moments in my life when I simply don't want that question answered. This is one of them.

For EA has managed to create something that is, to my life-addled eyes, even more completely, certifiably insane than what they did last year.

No, I'm not talking about management decisions. I'm talking about the new ad for Madden NFL 16, which launches on Tuesday.

Last year's ad featured Kevin Hart, Dave Franco and at least a level 9 of mental instability.

This year's, however, finds a level that no video game has ever dared seek.

For here we have the San Francisco 49ers quarterback Colin Kaepernick suddenly playing Al Pacino in "Scent Of A Woman." There's New England Patriots tight end playing an inflated version of Rob Gronkowski, New England Patriots tight end.

Franco is back. And now he's, well, what exactly is that? Then there's Buffalo Bill's head coach Rex Ryan who may or may not have a very strange child.

Please, just look at this and tell me you could ever conceive of something more insane than this.

There's Bollywood dancing (ish). There's Kaepernick eating paper, which must be an improvement on the quality of what he had to eat last season.

There are scenes here that would drive Jim Harbaugh to silence. There is action here that might make NFL Commissioner Roger Goodell dream that he could actually get something right.

This is art-meets-commerce-meets-my-mushroom-pizza-wasn't-made-with-the-usual-mushrooms.

How can you not adore it?