Rene Saavedra is Chile’s answer to Don Draper, a visionary advertising executive who can distil the hopes and dreams of an entire nation into a thirty-second commercial.
Rene usually lends his creative genius to selling microwaves and icy cans of cola. But when military dictator Augusto Pinochet is forced to call a plebiscite on his presidency, Rene lands his largest campaign to date: the task of toppling Pinochet’s regime.
In what follows, Rene spearheads the campaign for the ‘No’ vote against Pinochet’s rule as president for another eight years, as depicted in the Oscar-nominated film No.
Directed by Pablo Larrain, No is a compelling dramatisation of actual events from 1988, based on the unpublished play El Plebiscito, written by Antonio Skármeta.
Shot on low definition U-matic tape, No seamlessly interweaves archival footage and historic commercials. The film’s grainy period aesthetic and 4:3 aspect ratio is initially difficult to adjust to, but ultimately mesmerising.
This is a classic underdog tale. While Pinochet was meant to claim a landslide victory, the ‘No’ vote rapidly gains traction.
Rene’s team captures the consciousness of the nation with their catchy jingle – think Gough Whitlam’s ‘It’s Time’ – and a cheerful rainbow logo. The ‘No’ campaign is optimistic and earnest, with so much promise and hope, ideas abandoned long ago in Australia’s federal election race.
Gael Garcia Bernal plays advertising executive Rene
The cast is superb, anchored by Gael Garcia Bernal’s bright and empathetic portrayal of Rene. Alfredo Castro is solid as Rene’s boss-turned-rival Lucho Guzman, and Antonia Zegers gives a passionate performance as Rene’s radical ex-wife.
No has been accused of oversimplifying the 1988 plebiscite and mythologising the role of advertising in Pinochet’s defeat. But cinema (like advertising) is responsible for selling us simple yet sweeping tales, and Larrain’s film certainly delivers.
This is an original and surprisingly funny film and a captivating trip back in history.
