The film opens on two office workers who are talking about their plans for the weekend. It sounds like a typical conversation between two guys who are pretty excited about watching sport – except they’re not talking about sport. They’re talking entirely about watching ads. The lead character announces that he can’t wait for the “wall-to-wall ad action” and even interrupts his conversation to make sure one his work mates is coming over on the weekend to watch the ads with him. The scene ends with our two office workers exchanging a very awkward celebration of the ads as a super proudly declares, “We’re not an ad loving nation. We’re a footy loving nation.” We see a dynamic sports montage as a VO and super announce that there are no ad-breaks during play on Fox Sports. That’s because “We’re a FoxSporting Nation”.