After 15 years of dictatorship, and in response to international pressure, the dictator Augusto Pinochet announces that a referendum shall be organized in July 1988, whereby the citizens of Chile can vote Yes or No to another 8 years with him as the president. The election campaign will last for 27 days, with 15 minutes of television advertising every day for Yes or No. Campaign committees are quickly established for both sides, and both sides eventually hire art directors from the same advertising agency: René Saavedra for No and Lucho Guzmán for Yes. Although René and Lucho are now on opposing sides, this never violates their friendship, or their collaboration on other projects. Within the No committee there are huge disagreements on the content of the daily 15 minutes in television. René says that they will never win the referendum with criticism of the past. People are tired of that, and many actually appreciate Pinochet's economic reforms. Instead they must have a positive and hopeful message about the future under a new regime. This concept proves to be successful, which leads to various threats on Rene's family from dark forces within the government. But the No campaign wins the referendum, and Pinochet resigns.