How Czechs learned to love television advertising. Their crazy nineties, when commercials became a new phenomenon in Czech society, are remembered by their directors, creators, creatives and clients ... A solitary documentary about films that were short as a slap, but influenced the generation of today's thirties and the whole Czech post-revolutionary society. The documentary follows the development of Czech advertising from 1990 to the turn of the millennium, the transformation of relations in society, customers, clients and creators to it. Television advertising reflects the development of Czech capitalism and the media market and shows the change in audiovisual morphology. It begs the question - is it art? Does it bring with it ethical issues concerning copyright responsibility for its effects? (Czech television)