San Francisco agency See -- formerly Odiorne, Wilde, Narraway & Partners -- continues to produce good work for EA Sports under Goodby vet Harry Cocciolo, who signed on as creative director late last year. In a new campaign directed by HSI's Josh Taft, we get two different takes on EA's Madden NFL 2005. In one -- backed by the Old 97's heartbreaker "Question" -- we see scenes of a young couple in love. Unfortunately, just as the love birds are about to elope, the guy catches a glimpse of a poster for the game and lets his woman leave without him. In the latest spot, the Baltimore Ravens' Ray Lewis literally drags that yellow, computer-generated first down line further away from scrimmage. As the copy says, "Ten yards has never seemed so far."