The show revolves around a fictitious advertising agency, BND which is a global advertising network, with 61 offices worldwide. The show takes place in one of the Australian offices.
The main character is Martin, who is forty-something, divorced, and Creative Director for BND, and often has hallucinations showing segments of life as ads. Bill is the new CEO of BND, who has come to re-organize the place, which he does on his first day there. Sumo and Kath are younger creative types. McBaney does most of the ‘heavy lifting’.