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!"
Mr. Duccio engages with a technological challenge that might improve his life. While trying to fix his old TV in his home workshop something magical happens: the screen shows a stylised face as if new life inhabits the unit. Duccio and his robotic creation develop a gentle father-son relationship built on trust, care, love and passion for life. The main ingredients of a typical Italian story.
