# Controversially Heartful Ads These Adidas World Cup 2014 Ads Feature Players with a Lot of Heart By Laura McQuarrie | Published 2014-06-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/world-cup-2014-ads References: [adweek](http://www.adweek.com/adfreak/adidas-creates-bloody-mess-world-cup-ads-featuring-gory-cow-hearts-158115) & [nydailynews](http://www.nydailynews.com/sports/soccer/adidas-world-cup-heart-ad-angers-animal-rights-activists-article-1.1814585) It's no secret that it takes a lot of heart to be a [soccer player](https://www.trendhunter.com/trends/soccerthemed-illustrations), but these controversial [World Cup 2014 ads](https://www.trendhunter.com/trends/fifa-club-world-cup) feature more heart than most people might be comfortable with. The ads star players like Lukas Podolski, Diego Costa, Arjen Robben and Dani Alves holding bloodied cow hearts. The message of the graphic ads is meant to convey that these players will be giving their whole hearts during the 2014 FIFA World Cup in Brazil, but it's caused quite a bit of a stir so far, particularly from [animal rights groups](https://www.trendhunter.com/trends/doves-super-bowl-ad) like Germany's Four Paws, outraged at the use of the hearts of innocent animals as props. Although the ads and the players all seem to mean well, it does seem like some hearts were definitely in the wrong place. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 35% | Activity: 54% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Controversial Advertising:** Opportunities for rethinking the boundaries of traditional advertising for maximum impact - **Out of the Box Marketing:** Opportunities for leveraging unexpected, attention-grabbing tactics to disrupt traditional marketing efforts - **Emotional Branding:** Opportunities for connecting with audiences through provocative, thought-provoking ads that stir strong emotions ### Industries Being Reshaped - **Sports Marketing:** Opportunities for sports brands to leverage the excitement and passion surrounding major sporting events - **Animal Rights Advocacy:** Opportunities for groups advocating animal rights to spread awareness and encourage ethical and humane treatment of animals in marketing and advertising - **Fashion & Apparel:** Opportunities for fashion and apparel brands to connect with consumers and tap into the emotional appeal of sports and athletics ## Related on Trend Hunter - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Hilarious Shawarma Soccer Ads](https://www.trendhunter.com/trends/ad-for-osmows.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Fitness Earphones Campaigns](https://www.trendhunter.com/trends/listen-to-your-heart.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Bespoke Jersey Designs](https://www.trendhunter.com/trends/home-kit-collection.md) - [Logo-Centric Soccer Campaigns](https://www.trendhunter.com/trends/mls-season-pass.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md)