It's a world where everyone not only always tells the truth but share their internal thoughts to, and in Ricky Gervais' world' that means they're either battery farm docile or they share every mean-spirited, self-righteous, mealy-mouthed thought that enters their self-absorbed mind. Mark Bellison is short, fat, unpopular and unsuccessful; a genetic/social combination that means he won't ever get to first base with Anna, the beautiful but vacuous woman that he loves, Anna. As Mark's world begins to implode he has a revelation... he discovers the ability to lie, and from here on in his fame, fortune and romantic possibilities go through the roof. A likeable enough formulaic romantic comedy masquerading as a lame arse social satire. Gervais being Brent being Gervais... again.