MLS has named Dentsu America its advertising agency of record for the remainder of ’10, a partnership that goes into effect this weekend with the launch of a new ad campaign, “90 Minutes.” The campaign, part of MLS’ aggressive push to capitalize on this summer’s FIFA World Cup, includes a new 30-second TV spot that debuted Thursday night during ESPN2’s coverage of the FC Dallas-Chicago Fire game. "Our goal with this new campaign is to connect MLS and our clubs with World Cup fans and viewers in an authentic and meaningful way," said MLS and SUM Exec VP Kathy Carter. MLS will roll out the creative, which also includes print, online and in-stadium activation, in full rotation this weekend. The initial "90 Minutes" spot shows highlights of MLS action, featuring several players including Galaxy MF Landon Donovan and F Edson Buddle. That spot will continue through the World Cup and air during MLS game coverage. MLS plans to add a second commercial into rotation once the tournament kicks off on June 11, and both spots will run throughout the event during all World Cup games and ancillary coverage on ESPN, ESPN2, ESPN Deportes and, in some markets, Univision.