Is it ensure, insure, or assure?
1971, American English, in Hunter S. Thompson's phrase gonzo journalism. Thompson in 1972 said he got it from editor Bill Cardosa and explained it as "some Boston word for weird, bizarre." Probably from Italian gonzo "rude, sottish," perhaps from Spanish ganso and ultimately from the Germanic word for "goose."
Insane; wild; bizarre; confused; cuckoo, bananas, nutso: established Hunter Thompson as the father of gonzo journalism, a flamboyant if controversial style/ the gonzo idea of a cross-country street racenoun
: The Gonzo and the Geeks/ These double-gaited gonzos are perpetrating a plague of best-selling takeoffs
[1971+; fr Italian, ''credulous, simple, too good'']