The ad begins in an office boardroom, where a manager asks one of the men to make sense of the figures on the spreadsheet. The man replies in song, rising from his chair with two others singing ‘Boatin’ Campin’ Fishin’ – it’s BCFing fun!, while the vision captures the fun of boating, camping and fishing with an emphasis of getting away from the city on the weekend. The TVC ends with a call-to-action to ‘Be a BCFing expert’, which aims to help audiences experience the full diversity and variety of their own outdoor experiences.