After investigating the influence of the fast food industry by eating McDonald's for a month in the Oscar-nominated Super Size Me (2004) and offering a critique of marketing, advertising and product placement in The Greatest Movie Ever Sold (2011), Morgan Spurlock is back to discover the meaning of masculinity in the 21st century. From America's greatest beardsman, to Morgan Spurlock's own mustache, executive producers Will Arnett, Jason Bateman and Ben Silverman bring us a hilarious look at male identity. Just how hairy, metrosexual or "as vain as a woman" can a guy be these days? On the basis of chapters that include "The Moustache," "The Beard," "The Products" and "The Body," Spurlock scours the country for expressions of new and old ways of dealing with hair and body. On the way, we meet Hollywood celebrities, old-fashioned barbers, Italian toupee makers, cage fighters and participants in a beard competition. The leitmotif in Spurlock's fast-paced and witty quest is a conversation between actors Arnett and Bateman as they spend a day at a spa. Upon arrival, they wonder what defines your masculinity, if you don't want to look like you crawled out from under a rock. In Arnett's opinion, "Today, being a man is being confident with who you are but also not afraid to take care of yourself."