This documentary explores the controversial and secretive world of neuromarketing, where major corporations use advanced neuroscience to tap into the subconscious minds of consumers. By analyzing brain activity and emotional responses, companies like McDonald's are able to craft marketing strategies that bypass rational decision-making, effectively manipulating consumer behavior and desires. The film delves into the ethical implications of these practices, questioning the extent to which brands should be allowed to influence our choices and shape our preferences, particularly when it comes to children.