What happens when we take the most iconic meme-worthy telenovela villain of all time and lock her up in the Orange is the New Black prison?
SPOILER ALERT: SHE CRIES IN SPANISH.
On June 2016 Netflix was ready to launch the much-expected Fourth Season of their award-winning show Orange is the New Black (OITNB). This season's story centered at around the Latina rebellion inside Litchfield. We knew our Hispanic audience would especially love this season, so we wanted to reach them by creating an activation that was tailored to Latin America.
Orange Is The New Black could (sometimes) be like a Mexican Telenovela: both have a dramatic storyline, catfights, and over-the-top villains. What if we turned OINTB into a Mexican Telenovela? Lightbulb! What if the most iconic telenovela villain of all time, the queen of the Internet meme herself, Soraya Montenegro, would get transferred to Litchfield terrorizing the inmates with her infamous "Maldita Lisiada" performance?
“Naranja Es El Nuevo Negro" was born.
*Or Orange is the New Black in Spanish.
Itatí Cantoral, the actress that gave life to many villains in Mexico in the 80s and 90s agreed to bring her infamous Soraya Montenegro character back to life in a social activation before the Season 4 launch. Using a little movie magic, we seamlessly mashed up scenes from the show's three previous Seasons with newly staged material featuring Itati Cantoral in an orange jumpsuit acting as if she was really in the show and had been responsible for the most memorable scenes. The Mexican actress would show us how it's really done, "Telenovela Style". Over four minutes of violence, abuse, and creative insults, it’s as if "Soraya" herself were just another inmate in the wacky, tragicomic world of OITNB
News that the famous Itati Cantoral would be associated with Netflix’s Orange is the New Black was involuntarily leaked to the press (Seriously!) one week before the release of the video. The world went mad! The leak generated newspaper covers, online articles, and even fake interviews reporters and bloggers alike assured Itati Cantoral was going to be part of the new season.
But through it all, Netflix stayed silent. One week later, as the show premiered we uploaded the video on OITNB’s Latin America Facebook page. In just 12 hours after the post, the video reached 2 million views.
Not only did we get their attention, but the US and Brazil channels were going crazy for Soraya's revival. Perez Hilton talked about it, fans all over the continent were sharing the video and posting the infamous meme of (cries in Spanish), now connected to OITNB generating thousands of messages of love for Netflix, the brand that brought their favorite villain back!