# Deceptive Controversial Ads This Campaign for Fuego Azteca Dispells Arguments with a Statement By Alexander Lam | Published 2013-07-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fuego-azteca References: [adsoftheworld](http://adsoftheworld.com/media/print/fuego_azteca_hot_sauce_credit_card) A series of [comedic and deceptive ads](https://www.trendhunter.com/trends/local-product) for [Fuego Azteca](https://www.trendhunter.com/trends/reformulation-initiative) Hot Sauce show potentially infuriating situations that get turned around with a simple statement. Conceived by Ecuadorian ad agency Koenig & Partners, the print ads were created to emphasize Fuego Azteca's [mild taste](https://www.trendhunter.com/trends/cooling-sauce) in a hilarious manner. Accompanying the humorous scenes is the text, "spicy, but not that spicy." Just as the scene is about to turn into a heated argument, the ads add additional statements that dispels the conflict. One scenario shows a woman telling her man that "I maxed out your credit card" and then following up with "On extremely expensive erotic lingerie." Another scene has a wife telling her husband "My mother is coming to live with us" following with "for her last three months of life." ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 47% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Deceptive Humorous Ads:** Opportunity to create comedic ads that resolve and prevent conflicts or misunderstandings through humor - **Mild but Flavorful Products:** Opportunity to create mild-flavored products that still offer quality taste - **Statement-driven Advertising:** Opportunity to create ads that rely on positive or neutral statements to dispel potentially negative situations ### Sectors Adopting This - **Food and Beverage:** Opportunity for food and beverage companies to use humor in advertising campaigns to attract customers - **Fashion and Lingerie:** Opportunity to advertise lingerie products with a positive twist, emphasizing relationship building and humor - **Multigenerational Living Services:** Opportunity for senior living service providers to create positive advertisement campaigns by emphasizing elderly aging and the joy it can bring to families ## Related on Trend Hunter - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Emotion-Driven Cider Campaigns](https://www.trendhunter.com/trends/angry-orchards-latest-campaign.md) - [Cinematic Condiment Campaigns](https://www.trendhunter.com/trends/national-advertising-campaign.md) - [Hot Sauce Branding Campaigns](https://www.trendhunter.com/trends/hot-sauce-sayings.md) - [Deceptive Pizza Campaigns](https://www.trendhunter.com/trends/pizza-hut-frozen-pizza.md) - [Fake Ketchup Campaigns](https://www.trendhunter.com/trends/heinz-campaign.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md)