In 1988, Chilean dictator General Augusto Pinochet took the remarkable step of holding a national plebiscite to determine whether he would remain in power as an elected official. Shot in the U-matic video format of the era, NO dramatizes how advertising creatives (René Saavedra, a composite of several real people played by Gael García Bernal) helped design a national campaign to convince Chileans to vote Pinochet out, reframing the negative vote in the most optimistic possible terms. Director Pablo Larraín takes seriously the possibility that even though the General was ousted, the neoliberal economy that he ushered in would remain.