Spanish presenter Sonsoles Ónega is preparing to return for a fifth season of her afternoon show Y ahora Sonsoles on television channel Antena 3, launching a promotional campaign that parodies the movie The Devil Wears Prada.
The return campaign, created by the Atresmedia Promotions department, moves away from the grand musical themes used in recent years to recreate the iconic arrival of character Miranda Priestly at a fashion magazine editorial office.
The promotional video plays on the frantic pacing and comic panic triggered across the production team by the presenter returning from her summer vacation. In a race against the clock, summer outfits, sun loungers, and cold drinks vanish in seconds to make way for live broadcast rigour, studio production, and current affairs coverage.
Sonsoles Ónega is a prominent Spanish journalist, author, and television presenter who hosts the flagship live afternoon show on Antena 3. Antena 3 is a major commercial television channel in Spain operated by Atresmedia, one of the country's leading media conglomerates.
Star-studded promotional cast
The promotional shoot involved fifteen regular figures from the show across news and entertainment. Prominent personalities participating in the sketch include weather presenter Roberto Brasero, journalists Valeria Vegas and Beatriz Cortázar, former politician Begoña Villacís, and veteran presenter José Manuel Parada.
Roberto Brasero is a long-serving meteorologist who presents the weather forecast for Antena 3, while Begoña Villacís previously served as deputy mayor of Madrid before becoming a television commentator.
The promotional sketch finishes with the slogan that the afternoon dresses in Sonsoles, serving as the official introduction for the show's upcoming fifth season.
Ratings leadership and distribution
The campaign aims to safeguard the afternoon audience leadership that the programme has established in Spanish commercial television. The format enters the new season supported by viewer figures from the previous broadcast year.
During the previous season, the show averaged a 10.1 percent audience share and reached more than 3.5 million unique viewers. The program is produced in collaboration with Buendía Estudios, an audiovisual production company established by Atresmedia and Telefónica.
In addition to its domestic broadcast on Antena 3, the show maintains an international audience through Antena 3 Internacional and the streaming service atresplayer.
