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No (2012) - Plot Summary Poster

(I) (2012)

Plot Summary

  • Military dictator Augusto Pinochet calls for a referendum to decide his permanence in power in 1988, the leaders of the opposition persuade a young daring advertising executive - René Saavedra - to head their campaign. With limited resources and under the constant scrutiny of the despot's watchmen, Saavedra and his team conceive of a bold plan to win the election and free their country from oppression.

    - Written by FICV
  • After fifteen years in power the result of a military coup in 1973, Chilean dictator General Augusto Pinochet, whose reign was marked by quashing any opposition through intimidation, violence, and murder, is pressured by his international allies to hold a referendum on his leadership. A "yes" win would mean eight more years of a Pinochet rule, while a "no" win would mean free elections. Pinochet, through intimidation, vote rigging, and what he believes is true support since the Chilean economy is doing well, believes there is no way he can lose. The referendum campaign will last 27 days leading up to the October 5, 1988 vote, with each side getting fifteen minutes of uninterrupted television air time each day for their campaign. The "no" coalition decides to hire René Saavedra, a young, brash advertising executive to spearhead their campaign, which causes problems if only because his boss, Lucho Guzmán, is an advisor to Pinochet. But against the general direction that most on the "no" side want to take, including René's ex-wife Verónica Carvajal (who nonetheless refuses to participate since she believes the referendum is pure propaganda by the ruling regime), which is to expose Pinochet's oppressive ways, René, treating this project like any of his other work, instead decides on a softer approach, using the slogan "Chile: happiness is coming", bright colors most specifically through a rainbow, and a generally upbeat message of real happy Chileans doing real happy things in a post-Pinochet Chile as the center of the campaign, with no mention of oppression or murder. Beyond the tone of the "no" campaign, Pinochet and his forces have to decide how to counter what they eventually learn is a "no" campaign that is resonating with voters. If Pinochet decides to use old tactics of intimidation and violence, those working on or associated with the "no" campaign, including René, Verónica and their adolescent son Simón, may question if their lives are worth working on the "no" side.

    - Written by Huggo
  • An ad executive comes up with a campaign to defeat Augusto Pinochet in Chile's 1988 referendum.

    - Written by Anonymous

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