No is a 2012 historical drama film directed by Pablo Larraín. The film is based on the unpublished stage play El Plebiscito written by Antonio Skármeta. Mexican actor Gael García Bernal plays René, an in-demand advertising man working in Chile in the late 1980s. The film captures the advertising tactics in the political campaigns for the 1988 Chilean national plebiscite, when the citizenry decided whether or not dictator Augusto Pinochet should stay in power for another eight years. At the 85th Academy Awards, the film was nominated for the Best Foreign Language Film Oscar.
Plot
After fifteen years of military dictatorship and under significant international pressure, the Chilean regime calls for a national plebiscite in 1988 to determine whether General Augusto Pinochet should remain in power for another eight years or whether there should be an open democratic presidential election the following year. René Saavedra, a successful advertising creator, is approached by the "No" campaign to consult on their advertising. Despite his politically conservative boss's disapproval, Saavedra agrees to participate and discovers that the advertising is a depressing catalogue of the regime's abuses, created by an organization lacking confidence in its efforts. Saavedra proposes a lighthearted, optimistic approach that emphasizes abstract concepts like "joy" to counter fears that voting in a referendum under a notoriously brutal military junta would be politically meaningless and risky.
While some members of the "No" campaign dismiss the unorthodox marketing theme as a facile dismissal of the regime's horrific abuses, the proposal is approved. Saavedra, his son, and his colleagues are eventually targeted and intimidated by the authorities. When Saavedra's boss, Lucho, discovers his employee's activities, he offers him a partnership if he withdraws, but Saavedra refuses. As a result, Lucho heads the "Yes" campaign to survive.
The historic campaign unfolds in 27 nights of television advertisements, with each side having 15 minutes per night to present its perspective. During that month, the "No" campaign, led by the majority of Chile's artistic community, proves successful with a series of entertaining and insightful presentations that have cross-demographic appeal. By contrast, the "Yes" campaign's advertising, with only dry economic data in its favor and few creative personnel on call, is criticized even by government officials as crude and heavy-handed.
Despite attempts by the government to interfere with the "No" campaign through further intimidation and blatant censorship, Saavedra and his team use those tactics to their advantage in their marketing, and public sympathy shifts to them. As the campaign heats up in the concluding days with international Hollywood celebrity endorsements and wildly popular street concert rallies of the "No" campaign, the "Yes" side is reduced to desperately mimicking the "No" ads.
On the day of the referendum, it initially appears that the "Yes" vote has the lead, but the final result decisively favors the "No" campaign. The ultimate confirmation comes when the troops surrounding the "No" headquarters withdraw as news arrives that the Chilean senior military command has forced Pinochet to concede. Following their triumph, Saavedra and Lucho resume their usual advertising activities in a new Chile.
The film concludes with historical footage of Pinochet handing over power to newly elected president Patricio Aylwin.
Cast
Gael García Bernal as René Saavedra
Alfredo Castro as Luis "Lucho" Guzmán
Luis Gnecco as José Tomás Urrutia
Antonia Zegers as Verónica Carvajal
Marcial Tagle as Costa
Néstor Cantillana as Fernando Arancibia
Jaime Vadell as Sergio Fernández
Pascal Montero as Simón Saavedra
Diego Muñoz as Carlos
Paloma Moreno as Francisca
Sergio Hernández
Alejandro Goic as Ricardo
Richard Dreyfuss, Jane Fonda, Christopher Reeve, and Augusto Pinochet as themselves in archive footage Patricio Aylwin, Patricio Bañados, Carlos Caszely and Florcita Motuda acting as themselves and also appearing in archival footage
Release
At the Telluride Film Festival, the film was shown outdoors and was rained on. It was also screened at the Locarno Film Festival in Switzerland. No played as a Spotlight selection at the Sundance Film Festival. Gael García Bernal attended the Toronto International Film Festival where No was screened. The film was released in the UK by Network on 8 February 2013.