For the launch of the Cumbia campaign, we wanted to use the iconic phrase “ATR perro cumbia…”. However, we didn’t know how the phrase continued. Was it “cajeteala” or “cajetiala”?

Faced with such a dilemma, we decided to turn to the true expert on the matter: Pablito Lescano. But he came up with something even better. To bring this beloved genre closer to the masses—and to have a laugh at the clichés often attached to it—he decided to ask none other than the Royal Spanish Academy.

Kindly, the academics gave us the answer. And with the copy approved, we went out and plastered the city. Thank you, Pablito.