We’ve already commented on the conundrum faced by certain brands that aligned with Landon Donovan prior to him not making the 23-man USMNT roster. It looks like Electronic Arts found a creative way to use Donovan even though he is not in Brazil.
This is a great example of making the best out of what could have been a bad situation. Donovan is still one of the most marketable players in US soccer. EA and Donovan are able to poke fun at him not being in Brazil, which creates a connection with the consumer. Landon is the normal fan, waking up in the morning and playing 2014 FIFA World Cup Brazil just like you and me.
This is a win-win for the brand and the personality. Donovan has already parlayed his name recognition into a TV job with ESPN. Now, he is continuing to be a brand ambassador for EA through creative commercials. EA has turned what could have been a tough situation into a fun piece of advertisement.