When the owner of a Turkish food stand hires his nephew to film a commercial in hopes of bringing in new business, the competition between the Turkish stand and an adjacent Greek food stand finds family tensions rising in director Anno Saul's darkly comic family drama. Though the aspiring filmmaker's catchy commercial does little to increase the profits of the struggling Turkish food stand, the owner of the nearby Greek stand sees the potential in advertising and soon places a request for his own commercial with the eager young director. Though his disapproving uncle makes it undoubtedly clear that he vehemently disapproves of the endeavor, the filmmaker drives a sizeable wedge between himself and his family when he sets about shooting the advertisement regardless of their objections.