Adidas has generated controversy with their latest World Cup advert, which depicts players holding an animal heart.
The campaign features Germany's Lukas Podolski holding a bleeding cow's heart, with a strapline reading: "During the World Cup, I will give my heart to the cause."
adidasfootball (@adidasfootball) June 2, 2014
A similar version of the campaign has been run elsewhere—Diego Costa replicating the pose in Spain.
Spanish Marca made a cover on heart of Spain national team...Putting an heart and blood in the hands of Diego Costa! pic.twitter.com/2Stt5YPIwA— Tancredi Palmeri (@tancredipalmeri) May 31, 2014
Animal rights group Four Paws has hit back at the campaign. A spokesman for the German group, quoted by Yahoo News, said:
He says he'd give his heart but it wasn't his heart was it? It was the heart of an innocent animal. If this was supposed to be some sort of PR stunt, then it misses the point.
It's bad enough that animals are slaughtered for food but to parade a heart, dripping blood and gore, is hardly a good way to advertise a sporting goods firm.