Dr. Gum has completed the daunting task of writing his 7th national dental board exam. He celebrates the accomplishment at the Big Bar, the longest bar in the US, with a commanding view of the spectacular Chicago skyline. Unbeknownst to him he is deliberately drugged by a pair of man eaters. He stumbles across the Michigan Ave Bridge, then peers into the green Chicago River to reflect on his life. He turns around as is blinded by the bright lights of the Wrigley building then loses his balance and falls into the river. Presumed drowned the dental Board systematically tries to seize his assets and eliminate any traces if his existence. His body surfaces near the Navy Pier. A custodian, Barney Finnigan, fishes the derelict out of the water and takes him under his wing. The buffoon has complete amnesia yet exhibits an extra ordinary recall as he rattles off countless advertising slogans. Barney figures he can collect and sets up an interview with a top advertising firm in Chicago. En route to the interview, Barney is killed by a car crossing the intersection. Dr. Gum in his amnesiac state assumes his identity. He attains the position at the firm with flying colours and quickly rises to the top of the advertising world with a voluptuous co-worker, Vicky, by his side. The Board discovers he is still alive and attempts to eliminate him. Dr. Gum slowly regains his memory and identity and discovers the true intention of the Board. Can he prevent them from carrying out their convoluted plan?