Its unheroic hero is a fictionalized young ad man, René Saavedra, well played by the charismatic Mexican actor Gael Garcia Bernal. Soulful, yet politically unengaged, René comes up with a marketing campaign designed to get ordinary folks to vote “No” — thereby removing Pinochet. His ideas horrify many in the Vote No camp. You see, they want to use their allotted 15 minutes of nightly TV airtime to chronicle the dictator’s many crimes — murders, disappearances, the crushing of unions.
In contrast, René insists on going Lite. Using a rainbow logo and a catchy theme song, he sells funny, upbeat images of a future, democratic Chile in the way we’ve earlier seen him sell soft drinks.
Image of Gael Garcia Bernal courtesy of Sony Pictures Classics