In the past few years the number of well-sampled optical to near-infrared (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.