“Montoya, por favor!”If you’ve been on social media recently, you’ve likely seen a clip of a mandramatically sprintingacross the beach after watching a video of hisgirlfriendin bed with another man.
Throughout the show, couples are shown footage of what their significant others are up to in their respective villas. Unsurprisingly, some can’t resist temptation.
One of them was Anita, Montoya’s girlfriend, who became intimate with Manuel—all while Montoya watched.
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Image credits:islatentaciones
Watching a live video of Anita getting closer to Manuel in bed, a distraught Montoya sprints across the beach to confront hisunfaithfulgirlfriend in her villa. Host Sandra Barneda chases after him, shouting the now-famous phrase—”Montoya, por favor!”—which translates to “Montoya, please!” as she urges him to come back.
Hearing his boyfriend approach the villa, Anita quickly leaves the room and steps outside. “You have destroyed me!” Montoya tells her, in true soap opera fashion.
The couple had reportedly been together for ten months and joined the show to test whether theirrelationshipwas strong enough to start a family.
José Carlos Montoya and Anita Williams appeared on the Spanish version ofTemptation Islandto put their relationship to thetest
Image credits:PopCulture2000s
Formula Onerecently played the host’s audio clip over a video of a lizard running onto the track in Singapore, an unexpected moment that briefly brought the race to a halt with a red flag.
On the show, couples are separated into different villas, each filled with attractive singles who try to get them to cheat
In a highly competitive digital space, memes likeMontoya, por favorcan help companies connect with their core audience—as long as their use doesn’t feel forced,Stacy Smollin Schwartz, Director of Master of Science in Digital Marketing Program at Rutgers Business School, explained toBored Panda.
“For brands like Netflix and F1 – who actively strive to maintain cultural relevance and engagement with younger generations (those also more likely to engage with memes), jumping on the viral content bandwagon makes a lot of sense.
“Brands more likely to appeal to older generations or other audience segments who are not already ‘insiders’ on a particular meme should think twice before potentially confusing or annoying their core audience.
“Essentially, brands should behave in a way that feels ‘true’ to the meaning they hold (or hope to hold) within the hearts and minds of their most loyal, profitable customers. Authenticity is key.”
The video contained several key elements for virality, sharedOriol Guitart, a Digital Business & Marketing Strategist based in Barcelona: spontaneity, surprise, and a strong emotional charge.
“The reaction was highly relatable and exaggerated, making it easy to adapt to different contexts through memes,” themarketing experttoldBored Panda.
“Memes and viral trends are, obviously, a powerful tool because they generate interaction and conversation without the need for large advertising investments.”
Anita couldn’t resist temptation and got intimate with another man, Manuel, while her boyfriend, Montoya, watched
Netizens were equally amused. “This is cinema,” one social media user wrote.
“Did the cameraman who sprinted with him get a raise?” another wondered.
“I didn’t understand a single word but understood everything,” said somebody else, while a fourth user added: “Christopher Nolan himself couldn’t direct such a cinematic masterpiece.”
After seeing Anita in bed with Manuel, Montoya dramatically sprinted across the beach to reach her villa
The drama intensified when Anita came face to face with her boyfriend. “You are shameless!” she yelled at him. “You know why I did it! You don’t deserve my tears!”
The scene concluded with Anita running to Montoya and hugging him, while the host tried to separate them, warning that they were breaking the show’s rules.
this is CINEMA…Montoya..the tension… you don’t need to speak spanish to understand, this is insanehttps://t.co/2sYZA8jBSM
— 2000s (@PopCulture2000s)February 4, 2025
While becoming famous forbeing cheated onis not on anyone’s wish list, the 30-year-old took advantage of his moment in the spotlight to voice his frustrations about Anita’s betrayal.
“I don’t believe it. She’s been doing this since she entered the villa. What you can’t do is say that I’m the love of your life and get into bed with someone else,”he saidduring the series’ debate show, causing the audience to erupt in applause and cheers.
Anita reportedly “regrets everything she did and feels like a victim of Manuel and Montoya,” one of her friendstoldTelecinco’sFiesta.
“Montoya, please!” yelled the host, unable to stop him before he confronted Anita
Image credits:ibbi1310
Part 2 is so freshpic.twitter.com/PbHIMYUWNZ
— chubs🌙 (@ibbi1310)February 5, 2025
“She is very regretful and is having a really hard time due to the impact this is having.
“In this story, neither the good ones are so good, nor the bad ones so bad.”
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Image credits:TheView
MONTOYA POR FAVORpic.twitter.com/3ecMQv60Bl
— LALIGA (@LaLiga)February 7, 2025
MONTOYA POR FAVORpic.twitter.com/cpkQZ5zrET
— Netflix España (@NetflixES)February 6, 2025
This is how the producers be making Montoya watch his girl get obliteratedpic.twitter.com/bJuyD3flXn
— THE ONE ABOVE ALL (@MRCRUZX1)February 10, 2025
“Today, at this moment, Montoya and Anita are together. Since leaving the island, the couple has had several ups and downs.
“They have what is now called a toxic relationship, and their arguments, both at home and in public, are frequent.
“However, they continue to share a life, at least intermittently.”
Bored Pandahas contacted Anita Williams and José Carlos Montoya for comment.
“Montoya sprinting down the beach is my cardio inspiration for 2025,” one netizen joked
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