"No" is a 2012 Chilean drama film directed by Pablo Larraín. starring Gael Garcia Bernal as Rene Saavedra, the ad executive who helped to defeat General Augusto Pinochet in a 1988 referendum on his presidency. The movie takes place during the final days of the dictator’s rule.
Saavedra is a successful advertising executive who has lived abroad and is not involved in the opposition. He is approached by the “No” campaign and asked to come up with a strategy to beat Pinochet. Saavedra initially thinks this is an impossible task, but when he sees the desperate state of the opposition, he agrees to help.
Saavedra quickly uses his advertising experience to try to change the narrative of the election campaign. He convinces the opposition to change its strategy from a focus on Pinochet’s abuses of human rights to a more upbeat, optimistic message focused on the future of Chile. He also organizes a team of young, creative types to produce TV ads for the “No” campaign, creating a series of memorable commercials that have people dancing in the streets.
The “No” campaign quickly gains momentum, but it’s not all smooth sailing. Pinochet’s government threatens Saavedra and tries to censor the ads. There are also tensions within the opposition camp, as some members feel that Saavedra’s slick advertising campaign is too superficial and not addressing the real issues facing Chile.
The movie climaxes on the day of the vote, as people across Chile wait anxiously for the results. The “No” campaign ultimately prevails, and Pinochet is forced to step down.
“No” is a fascinating movie that tells the story of a pivotal moment in Chilean history. The film is shot in a realistic, almost documentary-style, with a washed-out color palette that gives it a gritty feel. Despite its serious subject matter, the movie also has many moments of humor, especially in the quirky TV ads created by Saavedra and his team. Overall, “No” is a must-see for anyone interested in political history or advertising.