In a world where politics and marketing intertwine more intensely than ever, an American consultant named Jane Bodine, played by Sandra Bullock, faces one of the biggest challenges of her career. After experiencing a series of personal and professional failures, Jane is called to Bolivia to help a presidential candidate who is struggling against a formidable opponent.
As Jane immerses herself in the local culture and the tense political climate of the country, she realizes that it’s not just about winning an election, but about playing with the emotions and perceptions of the public. Using unorthodox campaign strategies and a mix of wit and boldness, Jane begins to reshape the candidate's image in an attempt to attract voters who initially scorn him.
However, the path to success is not easy. The competition is fierce, and the opposing candidate, backed by a former colleague of Jane’s, puts her strategy in jeopardy. Throughout her struggle, Jane is forced to confront her own demons and the ethics of using manipulative tactics to win. In an unexpected twist, Jane begins to question whether it is truly possible to play fair in the world of politics, as she fights to keep her eye on the prize amidst the chaos surrounding the campaign. The film is a blend of comedy, drama, and social critique that reveals the power of image in modern politics.