Volkswagen is taking down outdoor billboards that offended Hispanics. The ads presented the headline: Turbo-Cojones. In English, cojones means daring and bravado. In Spanish, it mostly means testicles.
The billboards were produced by a Miami-based agency — but not Crispin Porter Bogusky. The culprit is CreativeOndemanD, a Hispanic-focused shop.
“We wanted something that broke out of the mold and carried the connotation of being strong and gutsy,” said creative director Daniel Marrero. “This is a word adapted in the American vernacular. We never thought it would be an issue.”
Talk about taking a shot in the cojones.
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