It's the second part of a campaign that pairs NFL stars with pop hits.
For the second spot of its three-part "Madden NFL 17" campaign, the brand positions New England Patriot Rob Gronkowski in a parody of Bon Jovi’s "Livin' On a Prayer." The tight end, also known as Gronk, is a replica of Jon Bon Jovi in the original '80s music video. He dons a curly wig, head scarf, white jeans and fringed leather jacket as he rocks out on stage. He sings, "Your Madden roster’s ready to rock, but you got to fill it out—your offense needs to be more tough. So tough." The 1:33 spot, from San Francisco-based agency Heat, will be live on YouTube, while 15-second and 30-second versions will run on TV and online. It airs three months after the first ad, which featured Denver Broncos linebacker Von Miller in a spoof on Justin Bieber's "Sorry." The last spot in the series will air during the playoffs in January.