diff --git a/cms_plugins.py b/cms_plugins.py
index 96eb85b..a1d8285 100644
--- a/cms_plugins.py
+++ b/cms_plugins.py
@@ -13,12 +13,12 @@ class AjaxTextPlugin(TextPlugin):
         return t.render(context)
 
     def render(self, context, instance, placeholder):
-        context = super(AjaxTextPlugin, self).render(context, instance, placeholder)
-        context['object'] = instance
         request = context.get('request')
         edit_mode = request and 'edit' in request.GET
         is_ajax = request and request.is_ajax()
+        context['object'] = instance
         if edit_mode or is_ajax:
+            context = super(AjaxTextPlugin, self).render(context, instance, placeholder)
             return context
 
         context['body'] = self.get_ajax_body(instance, context)