Instead of scaling the Himalayas, trekking across the Antarctic or traipsing through the Brazilian rainforest, Robbie Coltrane has set himself a uniquely British challenge.
Armed with a map, a classic car and a sense of adventure, he explores strange and exotic parts that are a bit closer to home.
By venturing away from the tourist fast-track and on to the B roads of the UK, he criss-crosses the winding back roads of our nation to discover all the people, places and events that make up Incredible Britain.
In the face of a fast-paced, increasingly Americanized, modern world, we sometimes forget what makes our country so unique. To remind us, Robbie unearths our strangest festivals, oddest people and our oldest traditions.
From cheese-chasing in Gloucestershire and Star Trek conventions in the Black Country to gurning competitions in the North East and Burry Man whiskey-fuelled walks through Scottish towns, Robbie's drive is a determination to uncover what makes us singularly British - and our country truly incredible.