Jon Bon Jovi's new gig(s)...

Rocker Jon Bon Jov not only has a new movie out called “New Year’s Eve”, he is also doing his first endorsement of a product in an ad campaign in his 30-year career with TV spots for Pfizer’s Advil.

The TV ad was shot in Red Bank, N.J., at the Jon Bon Jovi Soul Kitchen, a non-profit community kitchen that opened in October as an initiative of the Jon Bon Jovi Soul Foundation, of which Advil is a sponsor.

Brian Groves, VP-CMO of U.S. Consumer Healthcare at Pfizer, is telling how they were able to get Jon to put his stamp of approval on something after 30 years of NO endorsements...

How did you make it happen?

He hurt his calf on stage during a concert and he was telling a reporter about it and how he was taking Advil, so our team contacted his team to see if he liked this idea and he graciously accepted. Our team presented Jon with the “Real Advil Stories” campaign. Jon’s a unique individual for a lot of reasons, but he’s not unique in his pain suffering. We liked mixing a guy who was a very regular guy in his personal life in this “real stories” campaign, and we think he’s been a terrific fit.

[The campaign is] not just about celebrities by any stretch. Jon’s ad is the fifth in production and only two–one with Jon and one with Regis Philbin–incorporate the celebrity component. The celebrities are acting as recognizable, real people with real pain.

Why hadn’t he done any product endorsements in 30 years?

I think it gets back to his being an authentic entertainer and actor and philanthropist. I’m sure his time is very precious to him. I haven’t talked to him specifically about why he hasn’t endorsed other brands, but we’re delighted he endorsed Advil.

Is any payment from this going to his charity?

Advil does support the Jon Bon Jovi Soul Foundation.