A man's obsession with owning the designer deerskin jacket of his dreams leads him to turn his back on his humdrum life in the suburbs, blow his life savings, and even turn him to crime.

A group of people gather in the California desert to watch a "film" set in the late 1990s featuring a sentient, homicidal car tire named Robert. The assembled crowd of onlookers watch as Robert becomes obsessed with a beautiful and mysterious woman and goes on a rampage through a desert town.