This happened, which means he will die. Copywriter Novozhilov, suffering from obsessive-compulsive disorder, comes up with a word that kills. In a fit of rage, he kills the customer. Novozhilov is seized with panic: he believes that if he thinks about the word, pronounces it or writes it even once more, he will certainly die himself. Life turns into an endless censorship of your own thoughts, through which you cannot let a word pass. But the word is in Novozhilov’s head, which means you can’t escape from it.