Adidas Causes a Bloody Outrage for World Cup

In Customer Engagement, Featured on App, Marketing and Sales by Vaughn Highfield


Adidas angers animal activists through a hearty idiom

Animal rights activists have thrown up their arms in anger and are readying pitchforks against Adidas’s latest ad campaign for the upcoming Brazilian World Cup. Why, you ask? Well, it’s because it’s got some famous blokes holding cow’s hearts; that’s why.

The campaign, intended to be a reflection of the idiom of holding ones heart in one’s hands, runs with the tagline of “During the World Cup, I will give my heart to the cause.”

It’s edgy territory, and actually quite a smart campaign, but after the images were leaked on German forward Lukas Podolski’s Instagram account they were swiftly panned by German activist group Four Paws.

“He says he’d give his heart but it wasn’t his heart was it?” said a Four Paws spokesperson. “It was the heart of an innocent animal. If this was supposed to be some sort of PR stunt, then it misses the point.”

Adidas has also come under fire on its social media channels, with fans sharing their opinions of what they feel is a distasteful campaign.

The campaign stars Dani Alves, Arjen Robben, Diego Costa, Nani, and Lucas Podolski, and I’d be interested to know how it’s impacted upon their public image with some fans. It probably doesn’t help that Podolski’s response of “I didn’t find it disgusting. It just shows my promise to give my heart in our bid to win the World Cup,” probably didn’t help situations.

The key question is, why did Adidas feel that real cow’s hearts were necessary? In this day and age, it would be easy to photoshop in, or substitute a cow heart for something else that could easily look the same. Perhaps Adidas’ marketing team got too hung up on the idea and not so much on how it’d look to the world.

Do yo think this is all hot air? Or should Adidas have really been a little bit more careful?