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Goofy Madden NFL 17 ad wants you to start Von Miller

"Just start me"

Samit Sarkar (he/him) is Polygon’s deputy managing editor. He has more than 15 years of experience covering video games, movies, television, and technology.

Madden NFL 17 publisher Electronic Arts is continuing the grand tradition of coming up with over-the-top ads for each game, this year enlisting the help of Denver Broncos star Von Miller for a hilarious music video.

Set to the tune of "Sorry" by Justin Bieber, the song is called "Start Me." Miller lists the reasons you should start him at the linebacker position in Madden 17, such as his 99 overall rating. It's not surprising that Miller's got some moves — he appeared on Dancing With the Stars this spring.

It's a nice move by EA, considering that one of the first screenshots that the company released of this year's game featured Miller getting stiff-armed by Pittsburgh Steelers wideout Antonio Brown. There's also a bit of real-life subtext to Miller singing "just start me" — he and the Broncos engaged in weeks of contentious contract negotiations earlier this year before the two parties agreed to a six-year, $114 million deal that made him the highest-paid defensive player in the NFL. Miller, 27, was the MVP of Super Bowl 50 this year, in which the Broncos defeated the Carolina Panthers, 24-10.

Madden NFL 17 launches Aug. 23 on PlayStation 3, PlayStation 4, Xbox 360 and Xbox One. For more, see our article about the game's new commentary team.