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In March 2006, this poster for Volkswagen's GTI 2006 was taken down in Miami, New York and Los Angeles following complaints about its use of the Spanish word "cojones" (literally, "testicles"; colloquially, "courage").
The billboard company Clear Channel Outdoor Holdings refused to display the advert in Miami on the grounds that it could cause offence to Spanish speakers. Then, following public complaints over a billboard in Little Havana, the owners of the hoarding, CBS Outdoor, consulted with Volkswagen and it was decided that the advert should be removed. Volkswagen subsequently withdrew the poster in New York and Los Angeles, although no complaints were received in those cities.
The campaign was created by Miami-based agency CreativeOneManD, who, in a statement defending the advert, said: "We wanted something that broke out of the mould and carried the connotation of being strong and gutsy. This is a word adapted in the American vernacular. We never thought it would be an issue."
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