Our Brand Is Crisis Page #2

you get low partial pressure of oxygen.

Very common with the visitors.

- She can't breathe.

- She'll be all right.

Tell us more about our candidate.

Well, Castillo's carrying

a lot of history,

a lot of bad associations.

So the job here, basically,

is to take a candidate that

the electorate doesn't like,

rebrand him, and then

sell him, sell him, sell him.

Shouldn't be too difficult.

Look at those camels.

They're not camels.

They're, um, llamas.

Looks a lot like a camel to me.

They are in the camel family.

Llamas, alpacas, camels,

they're in the same family.

Yeah,

those are baby hairy camels.

Can I put my bag here? It's okay?

Can we just go, please?

Yeah, but do you

want, uh... Can you open your window?

- I want you to not speak for a second.

- All right. Okay.

Sir? Uh, a little heat, please?

Ben, how do you pronounce these, uh,

indigenous, uh, people?

- The... Yes.

- The Quechua?

- Aymara. Guarani.

- Guarani.

Constantly protesting.

They're pretty much the majority here.

I mean, imagine... Imagine there was

200 million Apache back home.

Gives you some kind of idea.

Excuse me?

- Please call him "Senator."

- "Senator"?

That's what's most respectful.

And are we

trying the buenos das thing?

Um, you know, I wouldn't.

Just keep it very American.

Pardon me, Jane.

The aide always introduces you,

so let's just smile and shake hands.

Yeah. Don't salute or anything like that.

I'm not gonna salute anyone.

- Buenos... Buenos das.

- Buenos das.

Hugo. Ben Sawyer.

- Ben Sawyer. Nice to finally meet you.

- This is my team.

- Hugo Barco.

- Richard Buckley.

- Nice to meet you.

- Ben.

- Nice meeting you.

- Nell Talby. Such a pleasure.

- You okay there?

- This is our, uh, specialist,

- Jane Bodine.

- Are you okay?

Jane Bodine. Hugo Barco. Nice to meet you.

Senator Castillo, Jane Bodine.

- Nice to meet you.

- Nice to meet you.

Have a seat.

We read the report. It was depressing.

So, what's the biopsy?

Is it... Is it terminal?

Well, if we thought that, we wouldn't have

come all the way here, right?

We think you could win

this thing, Senator.

What we'd like to do is

start with some focus groups,

get an idea of what people

are thinking about you, get...

Keep going. Keep going.

Really, really, really get people in here.

You know, go out to the streets,

listen to what the people have

to say, and tell you. Okay?

We are the conduit.

We're the syringe that injects

the people's voice into your campaign.

Meanwhile, I'll be headin' up, uh, media.

Online awareness, outreach,

TV ads, and so forth.

Nell?

What we can say now for sure

is that the opposition is going

to play you as the oligarch. The elitist.

So, what we're going to do is invert that.

We're gonna show the people that,

in fact, you are not

the stooge of the corporation,

but one of them.

We want to show the people

the warm, likable Castillo.

And that's why we've brought

our strategist in,

the great Jane Bodine,

to give us some insight

on how we'd do that.

Uh, Jane, you wanna share

some of your, uh, ideas on how we would...

- I mean, there are many ways. We can...

- Uh... Yeah. Um...

- You can see here...

- Hold on, hold on, just...

Just a second.

When we were on the plane,

she said to me, uh, you know,

"Shakespeare once said,

'If you take a great man...

"'If you take a great man

and cut off one of his hands..."'

She is okay? Would you like some water?

Okay. I need to, um...

I need... I'll be right...

She's not...

It's... It's the altitude sickness.

- Soroche.

- Soroche, yes.

- Let's go on.

- So let's continue. Um...

Uh...

- How 'bout some water?

- Mmm-mmm.

I think you should hold off

on those chips a little bit, honey.

- He's not a winner.

- What?

Castillo. He is not a winner.

You can smell a winner,

same as me, and he's not one.

Oh. Well, not yet.

But that's why we're here.

It's gotta feel like

you've lost everything,

that you have nothing more to live for.

And we find you,

right in the guts of the favelas,

among the disenfranchised

and hopeless. Okay?

- Does she speak English? No?

- Uh, no.

Tell the little girl that she stands

in front of the slum thing there.

And the effect is all fake.

She falls backwards through the sky.

Castillo catches her.

Okay? Okay.

What? What'd she say?

She say that she doesn't think

that he will catching her.

He's gonna... He'll catch you.

Why would... Why would he not catch you?

Why would he not catch you?

Oh, my God. Let's go again!

Your secret weapon.

So secret I forgot she was there.

- Suck a duck, Hugo.

- You suck a duck.

Why'd you make the little girl cry?

I can't work under these conditions.

You know? And what is she doing?

I mean, I've hardly even seen her.

She shows up and she's sunbathing? Really?

Rich is right. This what Castillo

paid for? This is strategy?

- This looks unprofessional.

- She hasn't lit the fire, Ben.

- Well, somebody light the fire, then.

- Would you just give her a beat?

Light a fire.

- What?

- She don't go do it, mister.

What do you mean?

No, he's going to catch her.

I promise you.

And then she can have some candy.

- Tranquilo, is that...

- Yeah, that's it.

Tranquilo.

We're going to shoot

the commercial, por favor.

That was good.

I see you!

I've got you!

Our proposal will give Bolivia

a brighter future.

Oh, my God.

I know that it will be hard,

but together we will triumph.

Uh-huh. They have two people

that are talking against him.

They're saying that he's not trustworthy,

he's not reliable.

His commercial is horrible.

It's technically embarrassing.

Basically, he doesn't relate

to the Bolivian people.

In my opinion,

it's totally wrong.

- It is unanimous, yes.

- So, are we hearing this?

Unanimous, finding it a joke, the...

The floating down.

Well, I had

to make it look Bolivian,

and like I said,

we had a low budget on the effects.

Comical.

You have to do something to make this

guy seem more likable to human beings.

It's his smile.

- His smile is weird. It's off.

- Where is my strategist?

- Come on, man.

- It's not happenin', you know?

It's like the Bush smile. The smirk.

He won. Twice.

- Karl Rove had to beat that out of him.

- And my strategist?

Where is my strategist?

- She's not...

- The commercial doesn't work, obviously.

Falling out of the sky doesn't work.

- My smile is obviously not good.

- Mmm-hmm.

So where is she?

I'm looking forward to hearing her plan,

perhaps before the election is over.

What are you doin' out here?

Oh, it's the nausea.

I don't wanna keep vomiting

every time I see him.

Can't be good for his morale.

- Um, we're strugglin'.

- Mmm-hmm.

- Nothing's working.

- Nope.

- That's it?

- Hmm.

Because if you've got some

kind of trick up your sleeve,

now is the time to pull it out.

This actually kinda matters, Jane.

I mean, this country could go under.

We're talkin' about

people's lives, you know?

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