30 Seconds lifts the lid on the advertising industry and the characters within it. Advertising agency BND Worldwide is marketing a new drink — Rex Randy, but there's a problem with the company mascot.

BND's latest campaign is for a car aimed at female buyers, but the largely male creative department are having trouble with the task. Also, a Power tool company present a challenge with a new drill.

Bobo's Supremo Burger and Government legislation that bans advertising fast food to kids causes headaches for BND; so a different approach is called for.

A young model is needed for the Eternity Rejuvenale cosmetic campaign. But how young is too young? Age is also a hot topic as BND prepares for the Urban Ranger shoot.

Martin's career flashes before his eyes as he plummets from 3rd to 21st in the Campaign Brief creative rankings. Meanwhile Daiyonda are in a spin as their cars are voted "worst on emissions".

A new business opportunity presents a conflict of interest between the prospect, Bridge Bank and BND's founding client Provincial Credit Union. Meanwhile Brooker is scheming to replace Martin with a rising talent.