Ambitious young radio producer Marcia Jeffries (Patricia Neal) finds a charming rogue named Larry "Lonesome" Rhodes (Andy Griffith) in an Arkansas drunk tank and puts him on the air. Soon, Rhodes' local popularity gets him an appearance on television in Memphis, which he parlays into national network stardom that he uses to endorse a presidential candidate for personal gain. But the increasingly petulant star's ego, arrogance and womanizing threaten his rise to the top.