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
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
Awards and festivals
GOYA AWARDS 2012:
* José Mota, nominated best actor revelation.
* Salma Hayek, nominated best actress.