Gobel, a 1950s TV personality, is an advertising man who comes up with the "Miss Luxemberg Beer Beauty Contest." This makes his boss, Menjou, very happy, and Gobel marries the contest winner, Dors. Pressure from his boss to come up with another successful ad campaign puts a strain on his
marriage. The rest of this unfunny film pertains to Gobel's struggle to hold on to his wife and job. Though most of the film is in black-and-white, there is a fantasy sequence featuring John Wayne that was shot in color.