“Pretty gifts from the South” reads a billboard of the Uruguayan tourism ministry in downtown Porto Alegre. Brazilians and especially Gaúchos (people from Rio Grande do Sul) flock to Uruguay’s beaches in the summer. Uruguay doesn’t do a whole lot of advertising abroad, but Rio Grande do Sul and Buenos Aires are certainly it’s target markets. Two things are funny about this billboard. One, there isn’t anything suggesting Uruguay other than the fact that it says Uruguay. It’s just a cute couple opening presents. Is it implying that you go to Uruguay to shop? Because it’s damn expensive there, and you can get way better quality and prices in Brazil or Argentina. Second, the “do Sul” tag, or “from the South”, is how Southern Brazilians self identify. I can’t tell you how many shops I saw in just a couple days in Rio Grande do Sul are called things like “Petrosul”, or “Borracharia do Sul”, or “Lojas do Sul”. One of the state’s most popular songs is called “Eu sou do Sul”. Thus labelling Uruguay as “do Sul” emphasizes it’s familiarity to Brazilian visitors. In many ways, it’s just a continuation of Brazil. Or in mocking terms, Rio Grande do Sul Sul.