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

Heat kicks off Madden Season with more insanity

Headshot of David Griner

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:


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 & 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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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."