A smart, stylish film about how a well-crafted message helped bring down a dictatorship.

No tells the story of the 1988 referendum in Chile that gave citizens a chance to vote “yes” or “no” on whether dictator Augusto Pinochet should stay in power. Based on real events, the film follows a brash young advertising executive—played by Gael García Bernal—who is recruited to craft the opposition’s media campaign. Faced with decades of state terror and public fear, he bets everything on a bold and surprising tactic: hope.

Rather than focusing on repression and trauma, the “No” campaign flooded the airwaves with colorful, catchy ads full of joy and optimism—reframing resistance in a way that felt safe, winnable, and deeply human. The result? A referendum victory that helped end 15 years of brutal military rule.

For organizers, communicators, and campaigners, No is a masterclass in narrative strategy, messaging under repression, and the unexpected power of humor and levity in political struggle. It also raises rich questions: How do movements balance truth-telling with strategic storytelling? Can advertising ever be revolutionary?

No isn’t a documentary, but it’s rooted in real footage and facts—and it’s an engaging watch for adults and older teens, especially those working on communications or campaigning in high-risk environments. It’s also a window into how movements can outmaneuver authoritarianism without matching its tone.