'NO' by Pablo Larrain - A critical analysis

The movie starts with the protagonist saying that the country is ready for this communication. Then he shows the advertisement of a soft drink with the name “Free” who is targeted at young, energetic and FREE population of Chile. Through the advertisement the movie starts with the tone that “The time is right to be free and it is what we were waiting for”.

Right after that he meets a man who successfully try to convince him to join the NO campaign against Dictator General Pinochet.

(The mental struggle of the protagonist is represented with music and skateboard riding. The rising and confusing tone of the music compliments the emotions portrayed by the actor. The wind blowing through his hair, skateboarding his way on a road with the music playing in background.)

Citizens of Chile either vote for General Pinochet or not at all. The real task for the No campaign was to bring the non-voters to vote for NO. For this they had 15 minutes of the TV space and the rest was of YES campaign.

YES campaign decided: To get the General out of the uniform. Compose an elegant and Chilean anthem for the people to sing. They are talking about Pinochet’s eyes and smile and what color of tie will suit him. Pearl is also taken into consideration. This is creation of a product out of a man. Pinochet without uniform will symbolize progress. They use poverty, hunger and socialism as the tools to show their govt. in a positive light.

The next scene shows the protagonist playing with the new innovation that is microwave while studying the YES campaign on his TV. The campaigning is praising Pinochet, is past and his love for children is shown.

The first video of No campaign shows violence, war, people dying, soldiers killing, exiled people, tortured. And Pinochet is the man behind everything. All political executions, detentions, fear and violence in the street. After the video is shown to protagonist Rene, he told them, is that it? Something a little lighter? Nice?

He is concerned about the appealing nature of the video.

(Rene is in fix again, this time he uses his son’s toy train to think. To rethink. The scene also shows a toy rocket. The situation is same as if he is playing with a real rocket)

The main target of NO are non-voters. That includes old ladies of middle class or lower middle class. They are scared of what NO represents (scared of socialism, repression). Also there are young people who think that the elections are useless.

“WE NEED A PRODUCT that is sufficiently attractive to old ladies and young people. WE NEED HAPPINESS. Springtime. Parties. Fun. Calm after the storm.” So they use ‘happiness’ as product.

Poster- rainbow symbolize political parties and other strong motives. Red is powerful- socialism. Blue is hopeful one- Christian democrat, green- social democrat, orange- humanist, etc.

Anthem- NO, there is no anthem. They write a JINGLE.

Air time: 15 minutes every day for a month.

Tagline- Chile, Happiness is coming.

Rene shows his first video of No to party members in the same way he does as an advertiser.

“Chile is ready for this! We're using advertising language that is universal, familiar, attractive, optimistic, but with a political concept behind it.”

Everyone is against his methods of campaigning, even his ex-wife. YES leaders thinks it funny.

The making of the NO video begins- Positive message, happiness is the key. The singing, dancing and acting people in the video are told to smile and be happy. The song promotes Pinochet in negative shadow. Horses are used to symbolize freedom. Young actors are also used to represent youth. People having picnic. Tall young man walking down the street freely.

Old women dancing. Telling people about their son and daughter disappeared, killed or taken away by the government. (Rene doesn’t like the tone of this video. But they aired it anyways)

Ex-Anchor, Patricio Bañados was bought in to represent the NO video. He starts with the tagline- Chile, Happiness is coming. The background is a rainbow on white. The video also shows an old women conveying the message of poverty. At the end of the 15 minutes video they show a voting paper and how to vote for NO.

YES campaign video- development, progress, anthem sung by common people. Defense power. Democracy and freedom. Pinochet. Pinochet addressing in a blue suit. No uniform. Testament by a burned an attacked by terrorist. Negative image of NO. No security, etc.

The meeting after the videos- Pinochet is offended by NO jingle. YES video is too serious. 

Counter attack by YES- Pinochet is not to be seen. Add humor. The old poor women in NO is revealed to be rich.

The next NO video included a judge who confirmed the violence committed by Pinochet. The video was censored so instead of that the next NO video was on censorship and the public opinion related to the censorship of the judge’s part. The public is outraged. Strong views against the government.

People are supporting NO. The boyfriend of Rene’s ex-wife is shown wearing the T-shirt of NO.

(Rene is also working on an ad for soap opera. He uses a long tower with model on the terrace. A helicopter with soap opera heartthrob waving out of it with a bunch of flowers in his hand. The advertiser wants to make it a news event and promote its product.)

They want to make the NO campaign more fun. They asked people about what they think of their campaign.

The next NO video starts with a lot of people singing and clapping with the jingle- Chile, happiness is coming. General Pinochet abandoning his uniform is also bought into notice. More fun elements are introduced. A man with NO sticker on his thumb. Attractive women with NO sticker on her palm. A couple in bed with wife repeatedly saying NO her husband.

YES campaign showed the poll statistics in favor of YES. A mockery of NO campaign. Showing terrorism related to NO campaign. The horse video was also ridiculed by showing a red-hooded figure carrying a red flag on the horse.

Stage show, almost like a festival is organized by NO. Selling NO merchandise. People gathering in favor of NO. Singing concerts by famous musician, speech, etc.

Last video of NO- Use of actor who played ‘Superman’, and other US famous people in support of NO. More sales for No campaign merchandise than of YES. Testaments by the sellers. The end- HAPPINESS IS IN YOUR HANDS.

Last video of YES- a couple in bed wife says YES. General speaks addresses the public.