Rachel Boynton's vigorous documentary follows political strategist James Carville and his band of spin doctors as they travel to Bolivia (of all places) to aid in the election of one-time president Gonzalo Sanchez de Lozada (or “Goni,” as he's known locally). Reelection is hardly a sure thing, given the country's three years of recession under the Goni regime, not to mention the fact that the majority of the population views him as arrogant and out-of-touch. But under the control of the American political marketers, the campaign theme is no longer Goni's qualifications for the job, but rather his wealthy opponent Manfred Reyes Villa's alleged connection to Bolivia's corrupt military. Strangely, Carville and company virtually ignore the third candidate in the race, Evo Morales, an Indian social advocate who literally came out of nowhere with a surprising turnout in the election. The irony of Our Brand Is Crisis lies in the fact that the American political advisers have almost no clue regarding Bolivian culture, politics, or popular sentiment—and for that matter, neither did Goni, who won the race by a razor's edge but was forced to step down a year later amidst rioting and economic chaos (Morales was elected president earlier this year). The film offers a sobering look at how the most lethal aspects of American electioneering—from vicious marketing to crude mudslinging—have become exportable commodities to nations that deserve better. DVD extras include a director's audio commentary. Highly recommended. Aud: C, P. (P. Hall)
Our Brand Is Crisis
(2006) 87 min. In English & Spanish w/English subtitles. DVD: $29.98. Koch Lorber Films (avail. from most distributors). Color cover. ISBN: 1-4172-0108-8. Volume 21, Issue 5
Our Brand Is Crisis
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