Carla Matthews, head of an advertising firm, and her partner Jesse Golden are contacted by a corporation that wants them to promote one of its most lucrative products, a brand of cigarettes. Carla and Jesse believe they are about to make their fortune, until their research reveals that their client has been deliberately targeting teens with messages to ensure that a new generation of smokers will continue to purchase the corporation's cigarettes. Jesse finds himself faced by a dilemma: should he do what he feels is right or accept the lucrative offer?