Controversial 'Emborícuate' Ad Canceled

Story tools

A A AResize

Print

 
NEW YORK -- The controversial "Emborícuate" ad campaign was suspended Thursday in a joint decision by the National Puerto Rican Day Parade and Coors Light. The ads, which appear on billboards across New York, read "Emborícuate," or "Become Puerto Rican" in Spanish – under images of three Coors Light beer bottles. The phrase "Emborícuate" sounds similar to "Emborráchate," or "Get Drunk" in Spanish. The advertising campaign, which began in 2009, was met with criticism this year from the Puerto Rican community in New York, who launched online protests of the ads. "Last time we checked, Puerto Ricans do more than drink," according to one online protest petition calling for a boycott of Coors.