“You’re trying to sell democracy like a soft drink.”
synopsis
In 1988 Chile, dictator Augusto Pinochet unexpectedly allows a national referendum that could remove him from power. A young advertising executive is recruited by the opposition to create a television campaign encouraging citizens to vote “No.” Instead of focusing solely on political outrage, the campaign takes an unconventional approach—using upbeat jingles, bright visuals, and optimism to inspire hope in a country long ruled by fear.
pairs well with ...
mini-review
Part political drama, part media satire, No tells an unlikely true story about the power of messaging. Gael García Bernal plays the idealistic ad man who believes that selling democracy might require the same techniques used to sell soda or soap. Shot using vintage video equipment to mimic 1980s television footage, the film cleverly blurs the line between historical record and dramatization.
A group viewing and a lively discussion afterward about politics, propaganda, and the strange ways history sometimes changes.
Absurdist's Corner
The fate of an entire dictatorship ends up hinging partly on a catchy advertising jingle and a brightly colored rainbow logo—proof that politics sometimes runs on marketing as much as ideology.
fun facts
The film was shot using 1980s-era video cameras to match the look of archival footage.
It was nominated for the Academy Award for Best Foreign Language Film.
Much of the real campaign footage appears directly in the film.