The film opens in a smart home, where the slightly smug owner can do everything from making a smoothie to unlocking the front door simply by voice command. Everything runs smooth until a trip to the dentist and a numbing Novocaine injection...

Rema 1000 is a Norwegian supermarket chain. For 20 years they have ran their marketing concept: "Simplicity is king" witch is also their philosophy.

This idea/script could easily be played out to hysterical. To keep the actor down, but still desperat, is quit a challenge for the director. There are a lot of elements in this film working together.