Diego Salgado (Hugo Silva) is a young executive of an important advertising company. He has plenty of attraction, money and ambition, and he is used to getting everything he proposes. He moves in a frivolous world where the most important thing is to look like, and he dominates this matter like no one else; his job is to sell image, and he himself is his best product. But often appearances deceive, and Diego is no exception. He hides a terrible secret that tortures him but, over time, has managed to hide it under his impotent brand costume and his model life. The past always comes back and Diego will have to face him when Maria Ugarte, his sister's best friend, disappears on a cold Christmas night. For him to find the girl will be everything and will leave behind all her world of comfort and security to find her.

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