In 1988, Chile stands on the precipice of historic change as a national referendum decides whether dictator Augusto Pinochet will remain in power for another eight years. Against this tense political backdrop, Pablo Larrain directs this gripping drama that follows ad executive René Saavedra, played by Gael Garcia Bernal, a pragmatic and ambitious advertising man who returns to Chile from exile. When the opposition coalition recruits him to craft the campaign for the "No" vote, René proposes a bold and controversial strategy: use upbeat, optimistic commercials that avoid direct confrontation with the regime's brutality. This approach clashes with the more traditional, somber tactics favored by his colleagues, including his former mentor Lucho Guzmán, portrayed by Alfredo Castro, who is ironically working for the "Yes" campaign. As the high-stakes race unfolds, René must navigate personal and professional pressures, including the skepticism of his own father and the watchful eye of the government, all while trying to sell hope in a climate of fear. Blending archival footage with seamless re-creations, No is a tense, thought-provoking exploration of how media and marketing can shape a nation's destiny.