In elections around the world, American strategists-for-hire quietly mold the opinions of voters and the messages of candidates from behind closed doors. They work for presidential candidates on every continent - from Britain to Russia, India to Korea, Israel to South Africa, Mexico to Brazil.
This is the story of one of their elections.
"Our Brand Is Crisis" follows James Carville and a team of U.S. political consultants as they travel to South America to help Gonzalo Sanchez de Lozada (a.k.a. "Goni") become President of Bolivia.
When the consultants arrive the country is in crisis. But managing crisis is what the consultants do best, and Goni, they believe, is the best man to solve Bolivia's problems. Jeremy Rosner, Tad Devine, and others from the Greenberg Carville Shrum firm are the American advertising experts hired to sell Goni to the people. With flabbergasting access to situations that occur all the time around the world but which we're never allowed to see, the film follows the campaign from start to surprising finish - when the consultants and the candidate are confronted with a disaster the first polls never predicted.
"Our Brand Is Crisis" is about how the world works today. It shows us how American strategists have perfected the art of subtly reshaping our opinions - on everything from which soap we buy, to which president we elect.
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