Our Brand Is Crisis

The 2005 American documentary film directed by Rachel Boynton examines the impact of American political consultants on the 2002 Bolivian presidential election. The narrative centers on former Bolivian President Gonzalo Sánchez de Lozada (Goni), who enlists the services of the American consulting firm Greenberg Carville Shrum (GCS), comprising prominent political strategists James Carville, Stan Greenberg, and Jeremy Rosner. The film provides an in-depth look at how these consultants employ political marketing techniques, including focus groups, public opinion polls, and aggressive advertising, to craft the candidate's image and influence public perception. The campaign is built around creating a sense of crisis, which the consultants believe will persuade voters of the necessity of Goni's return to power. However, the documentary also highlights how these strategies are disconnected from the actual issues facing Bolivian society, such as poverty, unemployment, and social inequality. Consequently, despite winning the election, Goni faces widespread protests and is eventually forced to resign. The film raises questions about the ethics of political campaigns, the impact of foreign intervention on democratic processes, and the consequences of applying American political strategies in other countries.