¡No Chinguen! Pizza Patrón and the Double Standard of U.S. Hispanic Media

PizzaPatron

Earlier today, a couple of friends forwarded me a press release put out by Dallas-based Pizza Patrón pizza chain and urged me to do -or rather, write- something about it. The headline was attractive enough for me to pay attention:

Pizza Patrón Censored for Speaking ‘Mexican’

At the heart of the matter was the refusal of “a number” of Spanish-language radio stations to air an upcoming radio spot for Pizza Patron’s new jalapeño-stuffed pizza. The reason? The name of such pizza, “La chingona” apparently does not sit well among executives at the radio stations and is considered un-apt for the good ol’ Latino family.

My immediate reaction was: Really?!?… Actually, that’s not accurate: My immediate reaction was: ¡No chinguen!

As a native of Mexico City, I grew up listening -and learning to master- all forms and variations of the noun chingada and the verb chingar. See? Growing up in Mexico, you don’t say “Damn it!” when things don’t go according to plan, you say Me lleva la chingada. Same when someone is getting on your case, you don’t ask him/her to bugger off, but instead say Chinga tu madre. When you are supremely awesome and superior (i.e. like yours truly) you simply say Soy muy chingona… etc. etc. The concept is so wonderfully rich, that even Octavio Paz wrote an entire essay about la chingada: Los hijos de la Malinche.

But I digress…  According to the aforementioned press release, Pizza Patrón was informed that its new ad campaign “would not be permitted to air on a number of major radio networks,” because the word chingona is considered a profanity and presumably would offend the Great Catholic -and Well-Behaved- Latino Family in America.

Oh so let me understand: The point is to forbid words like chingón or chingona on the basis that they offend consumers of Hispanic media; never mind we’re talking about some of the same media outlets that give us an almost naked TV host going into a hot tub with a scantily-clad celebrities at 4:00 PM (family time); a celebrity judge –in primetime– cross-examining a guy who loves to paint with his… penis and a sensationalist daily show hosted by a lawyer-turned-TV-star known for using poor people and humiliate them in the name of ratings.

Foto: Univision.com

Foto: Univision.com

Readers of my blog know I’m not fast-food’s best friend. In fact, I live a somehow happy life free of frito-stuffed sandwiches or jalapeño-stuffed pizzas. But to cry “profanity” for using a harmless, beautiful word like chingona in an ad campaign to tout a “chingona pizza” just makes me want to scream:

¡No chinguen! 

Posted in Food, Hispanic ad agencies, Marketing & Advertising | Tagged , , , , , , , | 7 Comments

Burlington Coat Factory Lures Hispanic Shoppers with Typos

Bolsademano

I think it’s nice of retailers to include Spanish-language signage in their stores. But if they are going to go the extra mile to include accents, they would be well advised to check a dictionary.

That shouldn’t be that hard, would it?

Photo: Laura Martínez, NYC.

UPDATE: An earlier version of this post misidentified the store. The photo was taken at Burlington Coat Factory in New York City.

Posted in Language, Marketing & Advertising | Tagged , , | 3 Comments

Employees Must Not Do What?

I am not sure what to feel when the staff of a Spanish tapas place asks me not to play with my “mono” while in the restroom.

I mean, after all, it’s the restroom and MY mono, right? Who are they to prevent such a thing?

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Taco Bell is Testing a Hybrid Between a Quesadilla and a Burrito

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Seriously, people, this blog cannot get enough “Mexican food” nonsense.

Just when I thought the height of ridiculousness had been reached with the Frito-stuffed Chicken Enchilada Melt and/or the Dori Taco, comes the Quesarito, a Quesadilla/Burrito hybrid.

According to Los Angeles Times –and for reasons I yet have to comprehend– the Quesarito is being tested only in Oklahoma City, presumably because Oklahomans were all cool about it and couldn’t tell the difference between one bad wrap and the other.

Also according to the L.A. Times, the Quesarito might not see the light of day outside Oklahoma. Thank God.

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The Ellen DeGeneres’ Oscar Selfie Mexico Edition

The Ellen DeGeneres' Oscar Selfie Mexico Edition

Hat tip: @hazme

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I Hope This Company Never Markets to U.S. Hispanics

…Unless it decides to change its name, of course.

CaganChicago

Hat tip: John Trainor (Chicago)

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This Sergio Romo Chocolate Ice Cream Only Tastes Illegal

ROMO_helado

Three Twins Ice Cream, a company I never heard of but I think it’s on an awesome path to success, has partnered with Sergio Romo, a closer for the San Francisco Giants, to launch Sergio Romo’s Mexican Chocolate Ice Cream, which will be marketed -naturally- under the only possible tagline: It Only Tastes Illegal.

While I applaud the efforts of Three Twins Ice Cream to launch a Mexican/illegal-themed thing, I would be more inclined to try a Sergio Romo’s Peyote Popsicle or even a Sergio Romo’s Mota Cone. But… chocolate and cinnamon?

Meh!

Hat tip: Mi Blog es tu Blog SF correspondent: Kent German 

Posted in Food, Guacala, Latin America, Marketing & Advertising | Tagged , , | 2 Comments