Colonel Proudfoot of Proudfoot Industries tries to entice a couple of dentists to advertise "Dreem", a revolutionary type of toothpaste, but he knows that if the dentists learn that they are part of an advertising campaign, they will be struck off. The director of a Dental School sees his chance to rid the field of dentistry of two newly qualified incompetents. However, once employed by Proudfoot, they set about improving on Dreem's terrible formula, and accidentally succeed in creating a much better toothpaste. Unfortunately they are unable to convince Proudfoot of its merits.