Milan. Days ours. The international company INSURANCE V, intends to test a new advertising system. Before spreading it, the Company asks Carlo, an improbable one and funny 'talent-scout' forty-year-old, to go to Sicily to the search for a young to test the idea: chooses between all Francesco, Sicilian youngster, known in country to be the shiest one of the Sicily... The white marble's cave, where Francesco worked, will close because of the dead of the owner, and the young remained unemployed with many economical difficulty of the daily life. But Francesco receives by Carlo a misterious shoking proposal: 100,000 euro to do a tattoo with the logo of the INSURANCE V on the front of Francesco, and he must spread it turning in the most crowded places in many town: for road, to the stadium, in the historic city center, ...Francesco has only one day to decide: to sell his dignity in exchange for a so high figure or to continue the actual decorous life between the one thousand economical difficulty?