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McClatchy-Tribune  06/18/2014 11:24 PM ET
Landon Donovan stars in World Cup ad produced by Portland agency Cinco Design [The Oregonian, Portland, Ore. :: ]

June 18--Portland brand and product design agency Cinco Design's video of tough luck soccer player Landon Donovan for video game client Electronic Arts is generating a lot of social media buzz.

The spot appeared on Monday, before the USA team took on and defeated Ghana, 2-1, minus Donovan.

Cinco Design spent time with Donovan last week in Los Angeles and produced the YouTube video over the weekend at a rapid pace. In the video, Donovan pokes fun at his status as a player watching the USA team from his home.

The video has about 530,000 YouTube views as of Wednesday. And it has caught the attention of media nationwide, including ABC, Fast Company, ESPN and, on Tuesday, radio talk show host Dan Patrick.

Cinco Design had a very tight window to produce the video for EA, one of the agency's clients, a mix that also includes Nike, Microsoft, Spotify, Sonos, Nixon, Intel, Poler, and Nau.

EA, a client since 2007, called the agency seeking an ad featuring Donovan, the LA Galaxy captain who coach Jurgen Klinsmann left off the USA World Cup roster -- but who is still prominently featured in EA Sport's newly released FIFA 2014 World Cup game.

The video, led by Cinco Design creative directors Travis Hanour and David Cipriano, went from concept to finished product in three days.

Cinco Design may be one of the biggest ad agencies in Portland you've never heard of.

"We just don't talk about ourselves that much," said Josh Beyer, a Cinco Design account director.

Kirk James is executive creative director and principal of the agency he founded 16 years ago. Located at 1700 S.E. 11th Ave., it has 70 employees. In addition to offering traditional branding services to clients, the agency also has 10 employees devoted to industrial design.

"We often get business because we can touch all aspects of a brand," Beyer said, "including product design."

-- Allan Brettman


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