[1][2] Giulio Verme is a radical environmental activist who demonstrates against the levelling of a local park to make way for a residential area commissioned by tycoon Giancarlo Cartelloni.

Under the influence of the drug, Giulio instantly becomes a thoughtless, vulgar, narcissistic womanizer: he cheats on Franca with his neighbor Sharon, then has Alfonzo take him to an exclusive nightclub, where he impersonates former footballer Ruud Gullit.

The next day Giulio wakes up, having regained his consciousness, to the news that his vandalism acts have earned the park great attention by the media and public opinion, thus putting Cartelloni's levelling plans on hold.

In order to reach the mindset to commit the reckless act, Giulio obtains more pills from Alfonzo, however he becomes addicted to the drug and trapped inside his newfound "average Italian" lifestyle, marrying Sharon and completely overturning his life.

Giulio is noticed in this state by the talent scouts of the popular reality show Master VIP and accepts their offer to participate in the competition, eventually working his way up to the finals.