An advertising man against a dictator
In 1988, the United Nations compels Chilean dictator Pinochet to hold a national referendum. The population votes 'YES' or 'NO' on the continuation of his regime. The military junta grants the opposition 15 minutes of airtime daily on national television. Advertising executive René Saavedra, played by Gael García Bernal, is tasked with filling that time with a campaign for 'NO'.
Hope as a strategy
Saavedra opts not for accusations or political gravity, but for color, music, and optimism. This approach clashes with the opposition itself, which prefers to highlight the crimes of the regime. Nevertheless, he perseveres. The film shows how advertising can become a political weapon, and how an exhausted people can regain hope.
The movie No in Lab111
The Chilean film No (2012) by director Pablo Larraín is based on true events. The film was partly shot using authentic video footage from that time, giving it a documentary feel. You can watch it at Lab111, an independent cinema in Amsterdam.
