The movie 99 francs is a satirical comedy-drama about the advertising industry in Paris. It is based on the novel of the same name by Frédéric Beigbeder, who worked in advertising himself before becoming a writer.
Octave Parango, played by actor Jean Dujardin, is a talented copywriter and creative director at the Ross & Witchcraft agency. He is also a hard-partying womanizer who indulges in drugs and alcohol to escape his existential angst.
Octave has a reputation for pushing the boundaries in his ads, using shock value and provocative imagery to get attention. He is assigned to lead the advertising campaign for a new yogurt brand called "99 Francs", which is marketed as the cheapest product in the market.
As Octave works on the campaign, he is increasingly disillusioned with the advertising industry and the superficial values it promotes. He begins to question his own role in perpetuating the consumerist culture that he despises.
The film features a cast of colorful characters, including Octave's colleagues at the agency, his ex-girlfriends, and his estranged father. It also includes parody commercials that skewer various aspects of advertising, such as obnoxious jingles and sexualized imagery.
Despite its humor, 99 francs tackles serious themes such as the pursuit of happiness, the search for meaning in life, and the destructive effects of capitalism. The film received mixed reviews upon its release, but it remains a cult classic for its irreverent take on the advertising industry.