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Set in the office of a fictional men's magazine called COQ (French for rooster), Stupid Stupid Man examines the lives of the editorial team comprising four blokes, struggling for the right to express their blokedom in an increasingly sensitive society, juxtaposed with strong female characters in senior management and a P.A. with attitude. Their contrasting personalities and the conflict between high journalistic ideals and the grubby reality of men's magazines twists these characters increasingly out of shape.