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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.
Eddie, Dov, and Yvan are back, still working in Paris' Sentier textile district, This time they're confronting the high-stakes world of large distribution after striking a deal with Eurodiscount, a European hypermarket chain.
