Bruford Jamison Jr. (Eriq La Salle) is an ambitious advertising executive. Despite his personal feelings, he uses offensive racial imagery in order to sell products like friend chicken and malt liquor to the African-American community. A militant activist group called the DROP Squad kidnaps Bruford in order to reprogram him with a sense of racial pride. But tensions between two Squad leaders (Ving Rhames, Vondie Curtis-Hall) complicate Bruford's re-education.
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