An unexpected turning point in the campaign came in Uruguay's match with Italy, when the striker Luis Suárez seemed to bite the shoulder of Italian defender Giorgio Chiellini.
Posters showing a toothy Suárez roaring at the camera with Battle Pack patterns projected on his face helped send the campaign viral. Before the incident, an advert at Copacabana beach featuring Luis Suárez wasn’t really given the time of day by people who passed it. It then took on a life of its own as thousands posed in front of it with their hands, arms and necks in his teeth, before posting on social media channels. The incident played a part in making Adidas the most talked about brand at the World Cup, beating rivals Nike.
