Political correctness took a distant back seat late Wednesday as Brazil's business hub of Sao Paulo played host to tabloid heaven with a contest honoring women's rear ends.
Namely, the 2013 edition of Miss Bumbum -- in which 15 young women competed for the right to be crowned as the owner of the most delightful derriere.
The winner, who got the vote of a half-male, half-female jury, was 25-year-old Dai Macedo from the central state of Goias for her 107 centimetres (42 inches) of 'bumbum.'
Second was Eliana Amaral from Pernambuco in the north and, bringing up the rear, so to speak, was third-placed Jessica Amaral from the central northern region of Para.
Administration student Macedo had been embroiled in controversy leading up the event, taking to social media to suggest the result would be fixed to give the title to rival Mari Sousa.
Sousa, 25, and Eliana Amaral, 24, were also the subjects of media allegations they may have bribed judges to back their respective campaigns.
There was also a report in daily O Dia of further skullduggery amid suggestions an Xray showing Amaral's assets to be implant free was a forgery.
In recent days the Twitter sphere has been awash with catty remarks from some contestants denigrating each other -- the dreaded word cellulite proving a favored insult -- and the voting process.
"I'm all emotional -- I didn't expect to win," gushed Macedo as she put the pre-event controversy behind her.
"All hell broke loose on social media sites but now I can say the contest was real."
The new Miss Bumbum indicated her backside had not always been such a marketable asset.
"It isn't 100 percent natural -- I had a butt lift. I always had a large backside but liposuction improved it," she admitted.
Indicating a desire for further fame and fortune the brunette said she hoped one day to become a television presenter.
Macedo takes home 5,000 reais (some $2,100) for her win and will also net ten times that in advertising contracts.
