Atzum is an Israeli association which wants to raise awareness against human trafficking. On the internet and on social networks, people wants their videos or comments to be liked. Its agency SAA Y&R has decided to go in the opposite direction in creating what is become the most disliked video on youtube. We follow a man who is going to a mall to buy a woman who is exhibited in a shop window among others. At the end, people are asked to disliked what they have seen.