Enrico, Fabrizio, and Stefano are three lifelong friends and colleagues who share left-wing political ideals. They run a small production company, juggling commercials and wedding shoots, but hope to return to making social-themed documentaries. One day, they receive a financially attractive offer that seems to meet their expectations. Unfortunately, the deal has unethical implications.

After his highly successful escape to Sardinia, Mr. Imbruttito returns to his native Milan, but within a short time, the company he has always worked for is acquired by a powerful American multinational, Blacksun. The new owners also promote a business model that is highly inclusive and sustainable. Mr. Imbruttito will lose his job, his home, and his family, finding himself forced to make ends meet by working as a delivery driver—precisely the very thing he always despised as a manager.

Mr. Imbruttito, a leading executive of a large multinational, lives the routine in his hectic Milan. Breaking this balance is Brusini, an eccentric entrepreneur at the head of an economic empire, who for an absurd reason blows up what for the Brutito is the business of life. For the first time, the Ugly one feels the pinch, falls into depression, can no longer find a reason to wake up in the morning. The turning point comes from Brera, a longtime friend, who proposes to the Bruttito the purchase of a Chiringuito in Sardinia, to do business in flip-flops and finally be able to say: "I quit everything and open a chiringuito!"