Joel works in an advertising company as a copywriter, trying to sell a client an idea- "A tradition that passes from one generation to another". When long lost memories arise in his dreams, intensifying his teeth grinding condition, Joel starts to wonder if he is not vulnerable to that same illusion he is trying to sell. In his search for love, a road not taken, or just something to watch on TV, Joel ponders on one question the most- are his teeth crumbling or is it he himself.