Our Brand Is Crisis

Product Description A Film by Rachel Boynton For decades, U.S. strategists-for-hire have been quietly molding the opinions of voters and the messages of candidates in elections from the Middle East to the South American jungle. Our Brand is Crisis follows James Carville, Jeremy Rosner and a team of political consultants as they launch a media-savvy campaign for Bolivian presidential candidate Gonzalo Sánchez de Lozada. With unprecedented access to think sessions, media training and the making of smear campaigns, witness a shocking example of America "spreading democracy" overseas and its earth-shattering aftermath. "Momentous?astounding!" ? Laura Kern, The New York Times "a fascinating glimpse of the Americanized marketing of international politics" ? Premiere Magazine WINNER International Documentary Association IDA Award Amazon.com "We must own crisis and we must brand crisis." So says advertising consultant Tad Devine in this insightful documentary. Along with James Carville, Jeremy Rosner, and other Greenberg Carville Shrum (GCS) pollsters and strategists, he's helping to shape the campaign of Bolivian presidential candidate Gonzalo "Goni" Sánchez de Lozada of the MNR Party (Goni first held office from 1993-1997). That was in 2002. As with most American elections, things start off on a positive note and soon turn negative as the "crisis" changes from the economy to the competition, Evo Morales (the MAS Party) and Manfred Reyes Villa (the NFR Party). Goni's own campaign manager believes that his age and perceived "arrogance" are stumbling blocks (and possibly the cigar-smoking millionaire's wealth, since only the very rich can afford GCS). Rachel Boynton's debut feature tracks the process from start to finish: 100+ days of brainstorming sessions, focus groups, and television appearances. It's The War Room, Part II: The Bolivian Years. Unfortunately, Bolivia is not America and Goni is not Bill Clinton. The violent anti-government riots that break out in 2003, as the country's economy remains in tatters, bring to mind the old saw, "Be careful what you wish for..." In the end, it's easy to demonize GCS, but Boynton doesn't point fingers--with a true populist like Clinton, their plan just might have worked. --Kathleen C. Fennessy