Roberto, an unemployed PR man, is turned down by every agency where he applies for work. His economic situation is desperate. No one cares now that he created the Coca Cola slogan, “It’s the real thing.”
All this changes when he has an accident that leaves him hanging by a thread between life and death. He’s trapped in such a way that the emergency rescue services, firemen and medics cannot agree on how to rescue him. The accident is absurd and dramatic, and attracts the attention of the media hounds.
Roberto decides to exploit his PR experience to turn the situation into a media event. He hires an agent and simply orders him to sell exclusive coverage to the television networks so that his family is set up for the rest of their lives.
Luisa, his wife, arrives on the scene of the accident and stands helplessly on the sidelines of the circus that developed around her husband. She tries to convince Roberto not to go on with his idea, but he becomes more and more obsessed with selling the exclusive as time passes. However, the negotiations with the networks drag on interminably and with each person’s selfish interests at the forefront of their concerns, the rescue becomes increasingly complicated.
Will Roberto be saved? Or will he forfeit his life for money?