The visuals may be non-traditional, but the story being told is a pretty straightforward one. Gael García Bernal plays René Saavedra, a composite of several real-life advertising creatives. After being persuaded to help craft the ‘No’ campaign, he decides to focus on a joyful, optimistic campaign to counter the Pinochet’s camp typically unconvincing propaganda. Initially the idea is met with resistance by the ‘Vote No’ camp, who think the campaign is downplaying the atrocities of the Pinochet regime. But it quickly becomes apparent the positivity is resonating, and it isn’t long before the dictator’s minions take a particular interest in the people behind the increasingly popular campaign.
It’s a fascinating history lesson about one of the few incidences where the language of advertising and selling was utilised to achieve a grander goal than the promotion of soft drinks. Bernal’s protagonist is an interesting one, dealing with the personal and social repercussions of his work. The story is told with the right blend of comedy and drama – examining an intriguing mini-revolution while not forgetting to have a bit of fun. There aren’t a whole lot of surprises in the way René’s story plays out, and the film could perhaps have probed the ethical and moral dilemmas of the situation in greater depth (the film does conclude on a satisfactorily bittersweet note). On the whole, though, No is never less than engaging and enjoyable. And those cheesy ‘No’ jingles really are strangely persuasive…
It’s actually somewhat of a shame the film’s unusual presentation and subtitles will relegate this to small releases in arthouse theatres like the IFI. It’s an accessible and entertaining film that would undoubtedly appeal to those who enjoyed the likes of Argo. If you do happen to stumble across it, No is well worth a look as a distinctive way of telling a great story.