Colonel J. J. Proudfoot, the Managing Director of Proudfoot Industries, is bursting with fury when his latest product, a toothpaste called Dreem, fails to attract the attention of the public. Everyone in the organisation comes in for a taste of J. J.'s tongue and the brunt of his temper is vented on his Advertising Manager, Mr. Duff.

To save his skin, Duff suggests that the firm should engage a dentist to endorse the toothpaste. This would be illegal as any dentist entertaining such a scheme would be liable to be struck off the Register. But J. J. thinks that Duff's ideas is a good one and he knows just the man who will help him - his cousin, the Dean of King Alfred's Dental College.