In 1988, Chilean dictator Augusto Pinochet, who came to power in a bloody coup in 1973, decided to hold a national referendum — a simple yes or no vote — on whether he should extend his rule by eight years. It was supposed to be an exercise in sham democracy to stem international criticism and legitimize his government. With much of the political opposition jailed, dead or intimidated, and opposition parties legalized only months before, the General was sure of a win.
As it turned out, the people voted no and sent him packing.
Chilean director Pablo Larrain's "No" — partially based on a play by Chilean writer Antonio Skarmeta — explores this topic via a fascinating angle: the ad agency that brilliantly fashioned an upbeat, pop-culture-friendly anti-Pinochet message during the lead up to the referendum. In place of dour political attacks on his record of torture and repression, they went with rainbows, smiles and the slogan "Joy is coming."