FanDuel added a meta twist to its Rob Gronkowski Super Bowl saga, as a confrontation set in a FanDuel marketing meeting tees up a rivalry between the former football player and wrestler-actor John Cena.

The spot is the second chapter in what is set to be a five-part series culminating with a second-quarter Super Bowl ad. It centers around Gronkowski’s attempt to make a 25-yard field goal in a live ad to be aired just before kickoff of the Feb. 11 game on CBS. Gronkowski missed the kick last year, setting up the sequel.

Wieden+Kennedy is behind the ad, which begins when a FanDuel ad exec in a boardroom says, “The first rule of marketing—never do the same thing twice.” Gronkowski then bursts through a wall to plead for a second chance, only to find the execs prefer to cast Cena instead (Actors portray the FanDuel execs).

Cena will go on to become the leader of “Team Miss” in a miss-or-make contest taking place on the FanDuel app. Actor Carl Weathers, introduced in the first teaser, will lead “Team Make.”

Bettors who choose the right outcome on the FanDuel app will share $10 million in “bonus bets,” or bet credits.

The series is meant to generate hype and pregame activity on the betting app, which sees its heaviest wagering of the year in the Super Bowl.

FanDuel, a subsidiary of Flutter Entertainment, is one of at least two sportsbook brands planning to advertise in the Super Bowl, which this year will be played in the gambling mecca of Las Vegas. MGM Sportsbook earlier confirmed it would make its Super Bowl ad debut.