The team embarks on a mission to rid gin of its old-fashioned image and develop a dark campaign inspired by Edvard Munch’s The Scream. Working with solemn film director Michael, who promises to produce a badly directed film for “distinctiveness”, the team comes up with the marketing slogan: “Loneliness, madness, misery and death, will all your life your companions be, Drink Gin.”

Following an unsuccessful focus group regarding one of his ideas, Billy is called into boss Clive’s office with the rest of the team for a grilling. The outcome of the focus group has resulted in the agency dropping six places in the creativity league table. Clive is furious and gives the team 24 hours to prove their creativity and resolve the matter, otherwise they will be banished to the basement to work on leaflets.

Emma is on a diet, and Billy has to write a slogan for Diet Stuff. He hasn't, and the beautiful, haughty client is angry.

The team begin to work on a new campaign for a charity that aims to encourage young people to spend more time with the elderly. In their usual delicate manner the team create an offensive campaign, because “it’s for charity” and “they can get away with it”. Keaton, Head of Global, goes impotent as he suddenly realises that “in a way, many women are human too”. Greg develops a crush on Emma, who is now dating their gorgeous, intelligent and rich client Carl, and decides to try to win her affections.

Emma embarks on her task of ensuring that all ugly employees are placed out of sight in the boiler room, while the beautiful are available to receive clients in the “corridor of beauty”, as the comedy set in a fictional advertising agency continues.

Marketing an unusual dairy product is the challenge for HHH, but the client is terrifying and Greg is too scared to stay in a meeting with him.