Contains spoilers for this episode.
Jamie Salter supplies the voice and movements of Waldo, a vulgar cartoon bear who humiliates guests on a comedy programme. An interview with politician Liam Monroe draws a complaint and gives the producers an opportunity. When Monroe stands in a by-election, they enter Waldo too, using a van with screens to interrupt his campaign. Jamie agrees reluctantly, unsure what a fictional bear could contribute to politics.
Away from the performance, Jamie starts a relationship with Labour candidate Gwendolyn Harris. Her campaign adviser tells her to end it, and her withdrawal feeds Jamie's bitterness. During a public debate, Monroe attacks the man hiding behind Waldo. Jamie answers with a furious dismissal of the candidates, including Gwendolyn. The clip attracts support, while the producers see a character that can channel anger without making any workable promises.
Jamie grows alarmed when an American visitor discusses Waldo's usefulness beyond this election. He tries to tell the crowd not to vote for the bear, but the company owns the character. Producer Jack takes the controls and encourages people to attack Jamie instead. Waldo finishes second and continues without its original performer. Later, a homeless Jamie sees the bear promoted across international screens. He throws a bottle at one and is beaten by police, while Waldo's smiling image keeps broadcasting above him.