Rachel Boynton's 2005 documentary, Our Brand is Crisis, seems to pick up the political campaign angle lightyears from where The War Room left off. One of the main players - James Carville (now with his own consulting firm, GCS) - is back, but he's now a household name and working far from his Southern roots. The campaign business has since gone global, as Boynton follows GCS' consulting efforts in the 2002 Bolivian election campaign. While this provides the basis for the documentary, Our Brand is Crisis admirably refuses to stick to a single focus. With high-level access, unexpected historical circumstances, and a freewheeling approach, Boynton memorializes some key elements of 2000s international politics.
At the center of the documentary is Gonzalo Sánchez de Lozada, - a.k.a. "Goni" - the current Movimiento Nacionalista Revolucionario candidate receiving GCS' strategies and the centrist former president whose "capitalization" (economic "shock therapy"/liberalization/privitization) plan proved controversial. Raised by an elite exiled Bolivian family in the United States, Goni appears extremely confident in his ability to steer Bolivia toward economic stability, but this self-assuredness frequently manifests itself as arrogance or unwillingness to atone for previous mistakes. In one scene, we see him embracing supporters at a political stop while they pour flower petals on him. After graciously accepting their support, he later complains about how difficult it will be to get the petals out of his suit. The multidimensional depiction of Goni - as an elitist who attempts a populist appeal - is one of the film's chief strengths.
Our Brand is Crisis also spends much of its time emphasizing the role of the United States in the 2002 Bolivian election. Goni, a gringo-accented/U.S.-raised politician, gets many of his strategies from GCS, a Washington consulting firm. Evo Morales, candidate for the leftist Movimiento al Socialismo (and - SPOILER - future president), is condemned by the U.S. ambassador and parlays that into wider recognition at the polls. The subtle and less subtle influence of the United States in Bolivia is clearly displayed.
In the midst of her examination of Bolivian politics, Boynton also looks at the GCS team behind Goni's campaign. As with most capitalist enterprises, GCS appears to be mostly commercially motivated, but they do seem to have an ideological filter that aligns them with Goni's center-left ideas. Boynton treats the GCS team fairly, but we do see the usual signs of a celebrity-driven organization as Goni seems to value Carville's phrases and generalizations over the concrete advice of the GCS team on the ground. Additionally, we see the team's frustrations in attempting to make Goni the populist candidate he wants to be at a time when his capitalization policy is framed as an instrument of the corporations. And, of course, there's the fascinating lesson as the GCS tacticians build their "crisis" brand to get Goni elected before losing control of the crisis as it ultimately ousts Goni. The access that Boynton is granted offers a far more revealing campaign document than The War Room as she takes in both the consultants', the candidates', and the public's personal views. We even get close to political strategists admitting mistakes - a rare feat almost worth the price of admission.
Our Brand is Crisis uses the 2002 election as a springboard to touch on a variety of issues affecting the western hemisphere, never preaching but constantly inquiring. Despite its wide scope, Boynton utilizes the election framework to focus the film and keep it moving. The results of this Pan-American survey aren't necessarily shocking for those with a rough knowledge of the region, but the manifestations of national and regional trends make for fascinating viewing.
Written & Directed by Rachel Boynton (Big Men)