Advertising executive Mickey Briggs is given 48 hours by his boss, Sutton, to come up with a campaign for client Luxemberg Beer and save the company from ruin. Mickey neglects his wife, Janice, who once had been a "Miss Luxemberg" in a successful ad campaign featuring various attractive models.
Janice has just discovered she is expecting a baby, but is unable to inform Mickey, who is too distracted by work. Even when they find time to go to a movie, John Wayne is on screen, being considerate to his screen wife (Angie Dickinson), which makes Janice weepy but Mickey finds unrealistic.
It does give Mickey an idea, however, for a campaign in which "Miss Luxemberg" is now "Mrs. Luxemberg", enjoying family bliss. Sutton loves it, then rejects all the applicants until he decides that Janice herself must return to be "Mrs. Luxemberg". Film footage of their real life is shot without Janice's knowledge.
All goes terribly wrong, with Janice instead suing Mickey for divorce and Sutton's company for $100,000. After flirting with Mickey's wife, best pal Bob Sanders breaks the news that she's pregnant, which makes Mickey try harder to win her back. On a cruise and in love again, the couple is startled to spot John Wayne on board, arguing with his wife.
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