Description: On the eve of his 50th birthday, Jimmy, a gambler-drinker and hopeless schemer, is a man in crisis. For him it's now or never. The time has come to escape from mediocrity. Pretending to be a big time American producer, Jimmy plans an elaborate TV ad campaign to promote a Northern Quebec rodeo extravaganza. Filmmaker Simon Sauvé documents his whereabouts, but a chain of events transforms the film into the making of a crime. The story unfolds mainly in the Mile-End neighborhood of Montreal, yet takes us through the entrails of Quebec's Far East on a live action road movie.