"No" is one of the two possible answers to the question "Should Augusto Pinochet remain in authority?". Confident in the support of the majority of the population, the dictator assigns the date of the referendum on October 5, 1988. But international pressure forces to give at least some airtime to opposition. 15 minutes of the night air - during this time several political parties need explain to the public why they should vote against. To do this, they invite Rene Saveida - a successful advertiser, who has long lived abroad and understands modern advertising techniques.