Walking encyclopedia Beauregard Bottomley (Ronald Colman) becomes an overnight celebrity when he guests on a TV quiz show, sponsored by Milady Soap. But when his unstoppable wins threaten the company with bankruptcy, the beaufiful Flame O'Neill (Celeste Holm) is sent to confuse the brainiac.

Vincent Price plays the insufferably egotistical Burnbridge Waters who runs Milady Soap. He has a ball. And so do we. A sheer delight!