Our Brand Is Crisis Page #6

Oh, yeah, well, it was him. It was him.

The guy that threw the egg,

it was just a put-up job.

- Whoa, whoa, what?

- It was a put-up job.

I know Candy. This is Sun Tzu.

"If your opponent is

of choleric temperament, provoke him."

Do not send out an apology.

Jane, I don't know if you missed it,

- but Castillo hit someone in the face.

- Okay, it was self-defense.

- He was attacked.

- It was an egg.

"Attack your enemy where he is unprepared.

Appear where you are unexpected."

- It's Sun Tzu again.

- I know.

I'm just not a big fan

of Art of War quotes.

- Oh, yeah? Why... Why not?

- Because you can use them anywhere.

And I don't think that modern democracy

has anything to do with

ancient Chinese warfare.

Yeah, well, no disrespect, Ben,

but that's why you're 30 points behind.

Okay? And right now the enemy's

expecting you to apologize.

Well, I don't think of the opposition

as the enemy, Calamity.

Well, no disrespect, Ben,

but that's another reason

you're 30 points behind.

And the third reason

you're 30 points behind

is 'cause you guys have Castillo

pretending to be somebody he's not.

He's not a great actor.

Being warm isn't him, smiling isn't him,

and apologizing isn't him.

But punching someone

in the face, that... That's him?

Yes, that's him.

- Oh, come on, Jane.

- Yes. She has a point.

Fine. For the sake of argument,

Castillo is considered

arrogant, unapproachable,

- and out of touch with people's lives.

- Mmm-hmm.

So, what would you

have done differently, Jane?

Well...

"A man's strengths flow from

the same well as his weaknesses."

Okay.

You don't change the man

to fit the narrative.

You change the narrative to fit the man.

- That's excellent.

- Thank you, Nell.

How can a narrative fit a man?

Just take it in a minute, will you?

Exactly.

"People forget what you say,

"but they remember

how you make them feel."

Warren Beatty.

And right now you make people feel

like you're gonna shoot them.

People don't like you. But that's okay.

"Since love and fear can

hardly exist together,

"if we must choose between them,

"it is far safer to be feared than loved."

That's Warren Beatty as well.

No, it's not. It's Machiavelli.

Sorry. I was just totally kidding.

Fear. Let's talk about fear.

The most effective

political spot ever made,

"Daisy."

Pretty much won the election for Johnson,

and it was shown once.

Basically, this ad suggested

that if Goldwater got in

instead of Johnson,

the crazy bastard would unleash

a nuclear holocaust that would

just blow up the world.

So now this became a choice between

saving the world and dying.

You see, when voters are looking for hope,

they always go for the new guy.

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