Will Volkswagen Lose Its Cojones?

From The Wall Street Journal (sorry, you’ll need access to the entire article):

Cojones is a Spanish word that means, literally, testicles. In the U.S., however, it’s a sort of catchall term for daring. That’s approximately what Volkswagen was going for in a blunt black and white billboard featuring its GTI 2006 model accompanied by two words in big, bold letters — “Turbo-Cojones.”
But the campaign has boomeranged, with Volkswagen taking the billboards down in three cities after they quickly generated a firestorm in Cuban-dominated Miami. “In English, Turbo-Balls might not sound so offensive,” says Luis Perez Tolon, an instructor at Miami-Dade College who supervises a writing program for Spanish-language network, Telemundo. “But in the Spanish-speaking community, it will always have a vulgar connotation.”

An agency called CreativeOnDemand, not Crispin, was responsible for these billboards.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.