If you are a tourist in Mexico City and you see this billboard, you'll probably be thinking..."hmm - I didn't learn the word juay in spanish 101 back in highschool." It's ok, you are right, you didn't. That's because it doesn't exist. It's the Mexican pronunciation of WHY. At least according to local news anchor Joaquin Lopez Doriga.
So why is the city sky dotted with these ads? The bookstore chain Gandhi is famous for its quirky, smart, and thought provoking marketing - and this is just another example of them using current social buzz in one of their campaigns.
(For a whole list of the their campaigns over the years, check out their publicity page here).
Anyway, so juay did this become an infamous line? It's a result of sound and translation complications during an interview with Anthony Hopkins, where Lopez Doriga tried his hand at English by asking Mr. Hannibal Lecter why he chose to do the film The Rite. Needless to say, tweeters went crazy with his obvious lack of English speaking skills.
It's just 4 minutes of absolute awkwardness.
