Joe Smith is a regular bloke. In fact, he is statistically the UK's most average man. So when he gets a knock at the door asking him to become the face of Great Britain's (and Belgium's) largest yoghurt company, what has he got to lose? But as Joe embarks on his advertising adventure to become more interesting, he may just discover that his new life is not all it's cracked up to be. Average Joe tackles mediocrity and virality in the age of social media. It's a laugh though, promise.