“I'm the most influential bastard in 2000 years.”

Paris, France, 2001. Octave Parango, a young advertiser working at the Ross & Witchcraft advertising agency, lives a suicidal existence, ruled by cynicism, irresponsibility and debauchery. The obstacles he will encounter in developing a campaign for a new yogurt brand will force him to face the meaning of his work and the way he manages his relationship with those who orbit around his egotistic lifestyle.