The intention was to make the viewer experiment dramatically the benefit and brand proposition of El Comercio —“175 years separating the truth from the lies. We adapted an existing technology —Second Audio Program—, which is used in South America to broadcast content in two alternate languages, to create a two-sided TV commercial. By pressing the SAP button on their remotes, viewers could switch from a predictably lie-filled press conference by a high-profile politician to an impossible press conference where the politician shows a shocking level of candidness and corruption. This was the first interactive TV commercial with two alternate audio tracks ever made and the media team had to work shoulder-yo-shoulder with the TV networks to ensure that it was aired under the correct technical specifications. The sound design was extremely complex in that the politician appearing in the piece had to dubbed with two totally opposite scripts. This is what would allow the viewer to switch back and fourth from sound A to B at his will without any cuts or alterations in the piece.

The technological feat got the message across: the audience could finally understand what it really means to read a newspaper with a 175-year-old tradition of truthful journalism. The commercial helped reposition the paper as the first choice of the younger, tech-savvy audience, which was pivotal to achieve a 14% increase in circulation.