Each episode centers on characters who live unusually dramatic lives while eating lots and lots of Tostitos. For example, in “La Boda,” bride Gabriella’s long-awaited wedding to Ernesto is thwarted by a suitor. And then five other suitors. In “El Bebe,” Rosalinda accuses Yolanda of lying about the identity of the baby’s father, leading to the appearance of the first (and likely last) bearded baby ever captured on film.

The campaign included not just 3 minute Telenovela episodes, but a dramatic trailer, behind-the-scenes featurettes and even a “telenovela yourself” app that allowed fans to GIF themselves into the beating corazón of our chipotle-tinged world.

With over 56 Million online views, the campaign earned the distinction of being Tostitos’s most engaging digital campaign ever.