Roberto is an unemployed and broke advertising executive, turned down by every agency he has applied to for a job. His finances are in despair and he is on the verge of loosing himself. Nobody seems to be bothered that he was the brains behind Coca Cola´s mega-famous slogan: COKE IS IT!

All of this is about to change when he finds himself hanging onto life by a thread, following a terrible accident. The emergency services , the firemen and the paramedics are at a loss on how to free him from where he is trapped.

The dramatic and somewhat absurd nature of the accident generates media attention and so taking advantage of his advertising experience, the protagonist decides to milk the situation, turning it into a mediatic spectacle. He hires an agent with one thought in mind: sell the TV exclusive to secure his family´s future.

Wife Luisa arrives at the site of the accident and helplessly watches the spectacle surrounding her husband. She attempts to dissuade Roberto from his plan, but his obsession with landing an exclusive is increasing by the second. However, negotiations with the TV channels are dragging out, crowd interest is growing and the rescue is proving complicated. Will our hero save himself? Or will he chose to sacrifice himself for money?

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