  In the past few years the number of well-sampled optical to NIR light curves
of long Gamma-Ray Bursts (GRBs) has greatly increased particularly due to
simultaneous multi-band imagers such as GROND. Combining these densely sampled
ground-based data sets with the Swift UVOT and XRT space observations unveils a
much more complex afterglow evolution than what was predicted by the most
commonly invoked theoretical models. GRB 100814A represents a remarkable
example of these interesting well-sampled events, showing a prominent late-time
rebrightening in the optical to NIR bands and a complex spectral evolution.
This represents a unique laboratory to test the different afterglow emission
models. Here we study the nature of the complex afterglow emission of GRB
100814A in the framework of different theoretical models. Moreover, we compare
the late-time chromatic rebrightening with those observed in other well-sampled
long GRBs. We analysed the optical and NIR observations obtained with the
seven-channel Gamma-Ray burst Optical and Near-infrared Detector at the 2.2 m
MPG/ESO telescope together with the X-ray and UV data detected by the
instruments onboard the Swift observatory. The broad-band afterglow evolution,
achieved by constructing multi-instrument light curves and spectral energy
distributions, will be discussed in the framework of different theoretical
models. We find that the standard models that describe the broad-band afterglow
emission within the external shock scenario fail to describe the complex
evolution of GRB 100814A, and therefore more complex scenarios must be invoked.
[abridged]
