Danish journalist Mads Brugger has bought a Liberian ambassadorship in order to fly to the Central African Republic and discuss his faux business plan of building a match factory with the real intention of flying home with a suitcase full of blood diamonds; a valuable African resource. Deliberately coming across as slightly racist and a little inexperienced so as to fool his African associates into thinking they can manipulate him and get rich themselves from his money, he manages to capture his daring mission on camera and avoid complicated enquiries about his background. Although there is an uncomfortable humour in the story supplied by Brugger's charisma and recklessness, the documentary takes an extremely dark turn which risks his exposure and his life.

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