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SBD Global/June 3, 2014/Marketing and Sponsorship

Adidas Advert Featuring Footballers Gripping Cow's Heart Criticized By Animal Rights Group

Lukas Podolski is pictured holding a cow's heart in a new adidas advert.
Adidas "has been criticised" by an animal rights group "following the release of a new advert promoting the World Cup," according to David Kent of the London DAILY MAIL. Adidas has "filmed a host of football's top stars holding a bloody cow's heart in the advert alongside the slogan: 'During the World Cup, I will give my heart to the cause.'" The campaign features Germany's Lukas Podolski, Spain striker Diego Costa, Holland winger Arjen Robben and Brazil defender Dani Alves. The advert "has received negative publicity in Germany." A spokesperson from animal rights group Four Paws said that the advert "reflects badly on Podolski and adidas." The spokesperson said, ''He says he’d give his heart but it wasn't his heart, was it. It was the heart of an innocent animal.'' The image surfaced "after appearing on Podolski's Instagram account, but he has defended his decision to take part in the ad." Podolski said, ''I don’t find it disgusting. It just shows my promise to give my heart in our bid to win the World Cup. I and the rest of the team will give it all for Germany" (DAILY MAIL, 6/2).
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