Super Bowl MVP Von Miller Will Dance Into Your Heart, and Your Madden 17 Starting Lineup

It's subtle, but if you watch this ad really closely, you might pick up the hint that Broncos star Von Miller would like to be on your Madden 17 team. OK so, in true Madden Season form, there's nothing subtle about it. The linebacker and Super Bowl 50 MVP dances and sings (with considerably Auto-Tune assistance) his way through an 80-second music video that kicks off agency Heat's annually anticipated campaign for the perennial video game franchise. It's a parody of Justin Bieber's 2015 hit "Sorry," which has been viewed (deep sigh) 1.7 billion times on YouTube, but thankfully you don't have to be a Belieber to appreciate Miller's moves and rhymes. Here's a taste of the lyrical mastery: Rushing the passer and tackling dudes are some strengths of mine. Build your game strategy around me 'cause my rating is 99. Fill that spot for LB just by calling on me and we both can shine. 'Cause I just need one more shot to be MVP. "Von was amazing to work with," says Heat art director and associate creative director Nichole Geddes. "He got really into the choreography and the wardrobe. Once he put on that cowboy hat he was in his element. He even stayed a bit longer for us to get a few additional shots. I think it was because he was just having so much fun." In previous years, Heat has opened Madden Season by going all in on one huge video, first featuring Kevin Hart's rivalry with Dave Franco in 2014, then rolling out a star-studded fake movie trailer in 2015. But this year the agency says it will be sprinkling out video content over several months rather than unloading it all up front. You can expect each one to be a similar send-up of today's most addictive pop culture creations. "Von is the big dancing tip of the iceberg," says Mitch Gage, associate creative director and copywriter for the campaign. "Let's just say he's not the only player that wants on your Madden team this year, nor is he the only one that can (kind of) sing." Speaking of which, here's the original Justin Bieber video to help you appreciate just how perfect of a parody Heat and EA's "Start Me" truly is: CREDITS: Agency: Heat Client: EA Sports Spot: Madden NFL 17 "Start Me" Chairman, Executive Creative Director: Steve Stone Creative Directors: Anna Rowland, Warren Cockrel ACD, Art Director: Nichole Geddes ACD, Copywriter: Mitch Gage Director of Integrated Production: Joyce Chen Producer: Hannah Murray Director of Client Services: Aaron Lang Account Director: JT Pierce Account Supervisor: Julia Wu Account Manager: Molly Reynolds Business Affairs: Jenn Kennedy Advertiser: Electronic Arts Chief Marketing Officer: Chris Bruzzo Vice President, Global Creative: Dana Marineau Senior Director, Global Creative: Dustin Shekell Senior Manager, Global Creative: Jessica English Vice President, Marketing: Anthony Stevenson Senior Director Product Marketing: Joshua Rabenovets Product Manager: Jennica Pearson Prod Company: Arts & Sciences Director: Matt Lenski DP: Darko Suvak Managing Director: Mal Ward Head of Production: Christa Skotland Line Producer: Dina Oberley Editorial: NO6 editorial Editor: Graham Turner Asst Editor: Randy Baublis Executive Producer: Carr Schilling Producer: Allison Dettelbach VFX: Electric Theatre Collective VFX Supervisor, 2D Lead: John Price 2D flame artists: Ant Walsham, Fefo De Souza 2D Assists: Dave Levine, James Stellar, Kevin Jones Colourist: Aubrey Woodiwiss Managing Director: Kate Hitchings Executive Producer: Louisa Cartwright Producer: Therese Mayer Music: Beacon Street Studio Composers: Andrew Feltenstein &amp; John Nau Executive Producer: Adrea Lavezzoli Mixer: Rommel Molina Senior Mix Producer: Kate Vadnais Final Mix: Rommel Molina, Beacon Street Studios

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Super Bowl MVP Von Miller Will Dance Into Your Heart, and Your Madden 17 Starting Lineup

Heat kicks off Madden Season with more insanity

David Griner

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