Movie about conspiracy (I think) to get Russians to eat more fast food

Meanwhile, on a private Polynesian island, an unnamed marketing guru meets with fast food company executives to discuss a plan to make the industry profitable again. They plan to change public perceptions of beauty and "make fat the new fabulous."

Misha is hired to promote a new reality TV show, "Extreme Cosmetica", in which an overweight woman will undergo plastic surgery to become thin. After the first operation, the woman falls into a coma and the public turns against the show, as well as the glorification of thin body types. Misha becomes the scapegoat for the failed project and is swarmed by protesters before being beaten by police and arrested. Upon his release from jail, he confronts Bob; Misha has realized that the show and the woman's coma were orchestrated by fast food companies, such as "The Burger". Bob denies the accusations, claiming that such a plan would require too many resources. Misha and Bob fight and Bob has a heart attack. Feeling guilty for his role in the fate of the "Extreme Cosmetic" contestant, Misha leaves Moscow and withdraws from modern society; he believes his marketing powers are a curse.

Over the next six years, the "fat is fabulous" campaign is successful; most people are overweight and advertising images now focus on this change in perception of the ideal body type. Misha dreams that he performs the Red Heifer ritual, sacrificing a red cow and bathing in its ashes. When he wakes, he discovers that he can see strange creatures that appear to be the embodiment of marketing brand desires. They cling to people's necks and no one except for Misha can see them.