An unemployed PR agent Roberto tries to get a job, but his candidacy is rejected by all agencies. Nobody cares about the fact that he came up with the slogan of Coca-Cola "It's real". The situation changes dramatically when Roberto gets into an accident and hangs in the balance between life and death. Roberto connects his experience in public relations and turns accident into a media event. He immediately hires an agent and instructs him to sell exclusive reports from the scene of the accident on TV in order to ensure his family until death. Will Roberto survive? Or will he pay with his life for the sake of money?