Madonna launched the football and cheerleader-inspired video for her new single Give Me All Your Luvin’, which MTV described as a “bouncy pop anthem,” on Friday.
The tongue-in cheek video sees a 60s themed Madonna setting aside her role as dutiful mother in favour of fun and a pack of robotic football players, who literally take bullets for her.
She’s accompanied by rappers Nicki Minaj and M.I.A. as her personal cheerleaders.
Fans have noted the poppy, light-hearted song’s similarity to the star’s 1996 Grammy winning track Beautiful Stranger.
“Fans can make you famous, a contract can make you rich, the press can make you a superstar, but only luv can make you a player,” states the video in the opening titles.
The fun clip was directed by Megaforce and in less than a day has already been viewed almost three million times.
The football theme is particularly apt as Madonna will be performing the song live for the first time at Sunday’s Super Bowl half time show.
Give Me All Your Luvin’ is the first single off M.D.N.A., Madonna’s 12th studio album which will be released in March.
The song has taken ITunes by storm, becoming the number 1 ITunes single in 15 countries in just one day, while pre-orders for the album M.D.N.A. have already made it the number 1 album on ITunes in 43 countries.