Fox airs Spanish and Portuguese Telenovelas. South African viewers were not used to voices being dubbed into English, but still found themselves glued to the melodrama of their favourite Telenovela. Viewers complained about the dubbing but remained loyal to their shows.

We wanted to remind people that the reason why they indulge in their guilty pleasure, is that they can’t get enough of the drama. By showing dramatic scenes that weren't dubbed, we took away the context of the scene and reminded the viewer that it’s all about the drama. The mundane subtitles highlighted how over-the-top the shows are.