Trucho: noun. 1.) Masculine fish native to mountain rivers or lakes 2.) Bullshit creative work characterized by being quirky, creative and useless in the real world.
Some people are great creatives, some aren’t, and some cheat at it. A trucho as defined above is worthy of a golf clap at best 9 times out of 10. They win you recognition but in the end, they serve no purpose than being your high school science project applied to an advertising context. Creatives make a name for themselves by winning awards with “truchos” and that isn’t fair. Some people work damn hard to get recognition the hard way, and then some diva walks off with a trophy because he or she decided to put off real work to have fun with something that they will later use to justify a pay raise or even preferential treatment.
Are truchos all bad? Certainly not. But one should clearly establish the hard truth that they are not and SHOULD not be a priority. Divas should be ego bashed ‘til they regain their senses, because what is leaving money for the company is being put aside to play advertising instead of truly working at it.