A newly released Adidas ad for the 2014 FIFA World Cup is turning heads for all the wrong reasons.

The ad depicts World Cup stars such as Germany’s Lukas Podolski, Portugal’s Nani, Dutch winger Arjen Robben, and others holding up real hearts, in an effort to show that they’ll give their all for their countries.

The fact that they’re holding bloody cow hearts doesn't sit well with animal rights groups, especially in Podolski’s Germany, where advocates have denounced the ads as being in bad taste.

“If this was supposed to be some sort of PR stunt, then it misses the point," a spokesman from the German animal rights group Four Paws told the media.

"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.”

Podolski hit back with his own statement:

“I don’t find it disgusting,” he said. “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.”

Poll

What do you think? Does this Adidas ad campaign cross the line?