In the depressed town of Eagle Rock, Reverend Brooks (Dick Van Dyke) spearheads his community’s effort to rise to the Cold Turkey challenge. The Valiant Tobacco Company has promised a $25,000 cash prize to any town in America that can quit smoking for 30 days. So Brooks leads the charge in this Battle of the Butts, hoping to become the local hero in the process. However, when ad executive Merwin Wren (Bob Newhart) shows up to undermine his efforts, this wicked comedy kicks into high gear.