Mid November sees NFL super star Rob Gronkowski ham it up on stage as an 80s glam rock singer for the latest TV commercial promoting EA Sports Madden NFL 17.
The games publisher, which first appointed the New England Patriots tight end as its cover art star and athlete ambassador back in May 2016, has released a tongue-in-cheek new spot featuring ‘The Gronk’ with big hair, a fringed leather jacket and mesh shirt performing a cover of Bon Jovi’s ‘Livin’ on a Prayer’.
The ad was launched on YouTube on 10 November,
and amplified socially both across the brand’s channels (such as Facebook
and Instagram),
as well as on Gronkowski’s own personal platforms (such as his Twitter feed and its 1.7m followers).
I work hard, I play hard and now I rock hard. Your @EAMaddenNFL offense needs to be more tough…and stuff. #Madden17 #ad @xbox pic.twitter.com/H9oZCNUxHM
— Rob Gronkowski (@RobGronkowski) November 11, 2016
The fresh twist is that the 80’s group’s hot song lyrics have been changed and the games brand’s version invites gamers to put together the perfect team (which, of course, includes Gronkowski himself).
“Your Madden roster’s ready to rock.
But you gotta fill it out.
Your offense needs to be more tough … so tough.
I’ll keep myself open all day.
Running all the routes
and making the plays and stuff … and stuff
I’m saying you should look at the Madden team you’ve got
If you need a solid tight end let me fill that slot.
You’ve got receivers but they’re not quite big enough
So give me a shot.
Whoa. You’re half way there.
Whoa. But you need another player.
My giant hands will make us champs I swear
Whoa. With the right amount of flair.
I’ll keep myself open all day.
Running all the routes and making the plays and stuff … and stuff.
I’m saying you should look at the Madden team you’ve got.
You need a solid tight end let me fill that slot.
You’ve got receivers but they’re not quite big enou-ugh.
So give me a shot.
Whoah-oh you’re half way there, whoah-oh but you need another player.
My giant hands will make us champs I swear
Whoah-oh with the right amount of flair.”
The promotional assets aim to drive viewers online to http://x.ea.com/25974 in order to find more details about the new version of the PS4 and Xbox One game and to drive digital purchasing.
The campaign, which debuts ahead of Thanksgiving and kicks off EA Sports’ holiday push, was created by agency Heat and directed by Matt Lenski of Arts & Sciences.
Gronkowski is one of the league’s most physically dominant and successful players and was the highest-rated tight end in Madden NFL 16.
‘It’s a really special honour to appear on the cover of Madden NFL 17,’ commented Gronkowski, a Super Bowl winner, four-time Pro Bowler and tight end touchdown record holder.
‘It’s one of those things that pretty much every guy in the league secretly dreams of, so to actually be the one on the cover, it’s a really big deal.’
‘It’s great to finally be able to share with the world that Gronk will be joining our cover fraternity,’ added EA Sports senior director of global marketing Josh Rabenovets.
‘He’s one of the most fun, dominant and exciting players in the league, and it’s awesome to feature the famed Gronk Spike on the Madden NFL 17 cover.’
Comment
Daft? Yes!
Fun? Yes!
But Spinal Tap it aint!
The Rob Gronkowski spot follows EA Sports’ Madden NFL 17 previous ad, rolled out earlier in the year, which stars Super Bowl MVP Von Miller showing off his crazy dance skills.
The Gronk, who has never seemed shy about anything, has appeared in a slew of commercials in recent years.
These range from fronting much of Visa’s 2016 Super Bowl activation (see case study), to Nike’s 2015 ‘Snow Day’ spot (see case study).
Gronkowski knows he won’t be scooping any GRAMMY Awards for the song, but sings with his own voice in the ad and admits he would have liked to have been a rock star.
‘It’s kind of average,’ Gronk said about his singing voice.
‘I wish I could sing. I’d be in that career then.’
EA Sports Madden NFL 17 is an official partner of the NFL and all player participation is facilitated by NFL Players Inc ( the licensing and marketing subsidiary of the NFL Players Association /NFLPA).
Links
EA Sports Madden Web
http://www.easports.com/madden-nfl.
EA Sports YouTube:
https://www.youtube.com/user/EASPORTS
EA Sports Web:
EA Sports Twitter:
EA Sports Facebook:
https://www.facebook.com/easports/
EA Sports Instagram:
https://www.instagram.com/eamaddennfl/?hl=en
Heat:
