MORE GIGABYTES THAN XUXA
In Chile, the word "chucha" is a linguistic wildcard —a bit like "f*ck" in English. It can be funny, tender, or offensive, depending on context. That’s why it’s one of the most powerful (and spicy) words in Chilean Spanish. You can use it as an exclamation: “Chucha, it’s hot!” = “Damn, it’s hot!”. As affection: “I love you more than the chucha” = “I love you a f*cking lot.” or as an insult: “Go to the chucha” = “F*ck off.”.
So how could we incorporate one of the juiciest words in the Chilean language into a campaign without getting censored? Easy: we hacked the problem with a brilliant coincidence. We invited Xuxa herself, the Brazilian icon, and played with the perfect crossover between her name and our beloved chucha. The result: a campaign that laughed at the rules, spoke the language of the people, and became impossible to forget.