The article discusses aspects related to the production and reception of images of domestic workers on Brazilian television, discussing in particular the soap opera Cheias de Charme (Globo, 2012, 7:30pm). Introducing three house cleaners as protagonists, this program has incorporated changes associated with these workers while staging the movement of social ascension to “class C”, socioeconomic process that began in the first decade of the 2000s. In this context, this paper discusses how the soap opera related domestic workers, social mobility and “self-esteem”, revaluing these workers to rebuild the discourse on women of the popular classes as spectators, but now recognizing her outstanding role as consumers. © 2016, Universidade Estadual de Campinas UNICAMP. All rights reserved.201648