“No”

Although this film does a good job portraying the making of this ad and the struggles gone through to put it on the air, there is much more history to the opposition of Pinochet. He came into power in 1973 following a violent military coup and continued this violence in his term. Political prisoners, disappearances, and torture techniques were common during his rule and lead to years of various activists speaking up in opposition, trying to raise awareness. The “No” ad campaign was the final push for the Chilean people, drawing more of a positive outlook on the future rather than showing gruesome footage of people being brutalized by Pinochet’s men. This positive outlook, using rainbows and catchy tunes, allowed people to think about the future and gave an optimistic tone despite the negative connotations of the word No. This revolutionary new ad technique changed the way political campaigns were then run, inspiring positivity and change for the future rather than mainly focusing on the problems from the past.

Overall, I feel that this film was a good introduction to this part of Chile’s history and the ad campaign that changed the way people thought, glorifying the positive outcome and making of the ad.