Tuesday, April 29, 2014

‘No’ tells

teropoled1984 @ nguontinviet.com

‘No’ tells the story of ad campaign that changed a country

“No” is the story of an advertising campaign that worked and not to sell soda, beer or cars. The nightly programs ended one of the 20th century’s most brutal repressive dictatorships that of Augusto Pinochet in “Chile.”

A nominee for the best foreign language film Oscar, the picture tells the story of the 1988 campaign that urged Chileans to vote “No” on a national referendum on the Pinochet government a vote pushed on the dictatorship by international pressure.

christian louboutin online store Recruited by left wing leader Jose Tomas Urrutia (Luis Gnecco), Rene Saavedra (Gael Garcia Bernal) takes on the “No” campaign, initially as an adviser while continuing to work on campaigns for sodas, soap operas and microwave ovens at the agency owned by conservative Lucho Guzman (Alfredo Castro), who is advising the Pinochet “Yes” campaign.

There’s plenty of tension to be found between Lucho and Rene and plenty of tension within the ranks of the opposition coalition, particularly when Rene advises a campaign based on “happiness” and a bright future rather a recounting of Pinochet’s brutality and long diatribes.

Even banished to the worst possible time, the campaign succeeds to the point where Rene and his crew are harassed by the military and the “Yes” campaign starts to parody the “No” ads.

Working from a script by Pedro Peirano, who used an unproduced play by novelist Antonio Skarmeta as the basis for his screenplay, director Pablo Larrain tells the story up close and personal, getting deep inside the campaign to show how decisions were made and advertising principles used to sell democracy.

Adding to the insider feel is the cinematography. “No” was shot using a 1980s U matic video camera, a brilliant move that makes much of the film look like a “The War Room” style documentary while allowing it to utilize many of the actual commercials that ran on Chilean TV in 1988. It’s also the reason why the film is screened in a square format rather than the usual rectangle.

Bernal, the star of “Y Tu Mama Tambien” and “The Motorcycle Diaries,” inhabits Rene, an exile who returned to Chile, lives in what passes for luxury at the time and isn’t exactly a rabble rouser. Instead, it is his advertising smarts, which are often in direct opposition to the leftist firebrands that make him the most valuable member of the campaign.

There’s also enough of a focus on his personal life he lives with his son while aching to get back with his wife that the impact of his activism hits home in a more direct, emotional fashion.

There’s some humor in “No,” some of it from the juxtaposition of advertising techniques onto politics, some from the personal interplay between Rene and Lucho, who have to simultaneously be cooperative and competitive.

christian louboutin pigalle flats “No” doesn’t cover the organizing of the get out the vote campaign that got Chileans to the polls to vote against Pinochet. Nor is it a scathing indictment of the dictator or a look at how Chile got to the point of the referendum. Those would be different movies. The entertaining, enlightening “No” is about an ad man and how he helped forever change his country.


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