Luciano is a Neapolitan fishmonger who supplements his modest income by pulling off little scams with his wife Maria. A likeable, entertaining guy, Luciano never misses an opportunity to perform for his customers and countless relatives. One day, his family urges him to try out for the television show Big Brother. As he chases this dream, his perception of reality begins to change.

Matteo Garrone follows his 2008 Mafia epic Gomorrah with this scathing satire of Italy's post-Berlusconian obsession with celebrity, in which a charismatic Neapolitan family man overhauls his entire life under the deluded belief that he is destined for reality-TV stardom.