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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.

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 'ccorridor of beauty'.

The team begin 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'.

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.

Following an unsuccessful focus group regarding one of his ideas, Billy is called into Clive’s office with the rest of the team for a grilling. The outcome has resulted in the agency dropping six places in the creativity league table.

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 filmmaker Michael, who promises to produce a badly directed film for 'distinctiveness', the team comes up with the slogan: 'Loneliness, madness, misery and death, will all your life your companions be, Drink Gin.'