OK, here's the credos. Nathan Barley (Nicholas Burns) is a self-facilitating media node. He's convinced he is the epitome of urban cool and therefore secretly terrified he might not be, which is why he reads Sugar Ape Magazine – his bible of cool. Dan Ashcroft (Julian Barratt) writes searing columns for Sugar Ape. He’s considered astonishingly cool, but only by those he despises. Claire Ashcroft (Claire Keelan), is Dan’s sister. Like Dan, she despises 'cool'. Dan watches in horror as his world is overrun with 24 carat berks, led by strutting brainless cock-of-the-walk Nathan, who also has designs on his sister.