In a New York advertising agency, Jerry Webster, a Madison Avenue ad executive, has achieved success not through hard work or intelligence but by wining and dining his clients, even setting them up on dates with attractive girls.
Jerry’s equal and sworn enemy at a rival agency is Carol Templeton. Although she has never met him, Carol is disgusted by Jerry’s unethical tactics and reports him to the Ad Council. Jerry avoids trouble with his usual aplomb, sending a comely chorus girl, Rebel Davis, to seduce the council members.
In exchange for her cooperation, Jerry promised Rebel a spot in commercials, so he goes ahead and arranges shoots of some featuring her for “VIP”, a nonexistent product. He has no intention of allowing them to be shown, but the perplexed company president, Pete Ramsey, orders them broadcast on television.
This means Jerry must come up with a product quickly. So, he bribes a chemist, Dr. Linus Tyler, to create one. When Carol mistakes Jerry for Tyler, he pretends to be the chemist, so that in her attempt to steal the account from Jerry, she is actually wining, dining, golfing, and frolicking at the beach with him as Tyler.
Carol ultimately learns the truth. Appalled, she once more reports him to the Ad Council, this time for promoting a product that does not exist. Jerry, however, arrives at the hearing with VIP, a mint-flavored candy Dr. Tyler has just created. He provides many free samples to everyone there, including Carol.
VIP turns out to be intoxicating, each piece having the same effect as a triple martini. Its extreme effects lead to a one-night stand between Carol (who has a low tolerance for alcohol) and her bitter rival, Jerry, in a motel in Maryland, complete with a marriage license.
Carol has the marriage annulled. Representatives from the liquor industry visit Jerry, saying he will be paid well to pull VIP off the market and destroy the formula. Jerry convinces them to give Carol’s firm 25% of its $60 million ($600 million today) annual advertising expenditures, then burns the formula.
He leaves New York to work in his company’s San Francisco branch—only to be called back nine months later to remarry Carol in a hospital maternity ward, just before she gives birth to their child.
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