Second Audio Program (also known as SAP) is a technology that allows for television content to be broadcasted with two audio tracks. We used this technology to create the first ever interactive TV commercial with two interchangeable audios. In it a politician announces his resignation. While he speaks, a super prompts the viewer to press SAP. When SAP is pressed, track B kicks in. The politician keeps talking, but now he's saying the stark truth. The viewer could keep pressing SAP at his will to go back and forth from the lies to the truth and viceversa. This was the perfect substantiation of El Comercio's positioning: "175 separating the truth from the lies."

The media team had to team up with the TV networks to ensure that the commercial was aired with two alternate audio tracks. The sound design was 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 and back at his will.

The commercial helped reposition a 175-year-old newspaper as the first choice of the younger, tech-savvy audience, which was pivotal to achieve a 14% increase in sales.