, René Saavedra (Gael García Bernal), is a Don Draper-type ad man-minus the alcoholism, the womanizing, and the brawn (maybe he's more like Ken Cosgrove then?). He's cutting-edge and persuasive, with a murky past and a young son whose mother he's separated from but for whom he still harbors affection. The parties opposing Pinochet (otherwise known as the Nos) tap Saavedra to spearhead their ad campaign, to be run on national television each night for a number of weeks leading up to the referendum. Instead of opting to play on grim reminders of brutalities past, as inflicted by Pinochet, Saavedra encourages and executes a hopeful, optimistic campaign-one that employs humor and marketing techniques. Their logo features a rainbow arcing over the word "NO." One vignette the team produces shows a couple in bed, a hefty husband pleading for some nookie and a cross-armed wife frowning, barking "no." At first, the tactic succeeds, winning the Nos popularity; but soon enough, the Yes campaign plots a counterattack, and the Nos must respond in kind.