MORE GIGABYTES
THAN XUXA
THAN XUXA
In Chile, “chucha” is a linguistic taboo (a bit like “f*ck” in English). Depending on the context, it can be funny, affectionate, offensive, or pretty much anything in between. That versatility has made it one of the most expressive and spicy words in Chilean Spanish.
You can use it as an exclamation: “Chucha, it’s hot!” = “Damn, it’s hot!” As an intensifier: “I love you more than the chucha” = “I love you a f*cking lot.” Or even as an insult: “Go to the chucha” = “F*ck off.”*
So, how could we put one of Chile’s juiciest words at the heart of a campaign without getting censored? We found the answer in an unexpected sound-alike: Xuxa. We invited the Brazilian pop icon herself and turned the phonetic coincidence between her name and our beloved chucha into a way of saying the unsayable.
