The Hucksters

World War II veteran Victor Norman returns home determined to reenter the radio advertising field without sounding desperate. He splurges a few dollars and ends up with only fifty to his name, a stark reminder of the odds he faces. To appear earnest when the crucial interview comes, he buys a hand-painted necktie on the way to Kimberly Advertising Agency.

A chaotic phone call from Evan Llewellyn Evans disrupts Victor's plan and pushes him toward a bold new strategy. He proposes recruiting Kay Dorrance, a poised widow, to spearhead the Beautee Soap campaign for Manhattan's social elite. The idea hinges on presenting Kay as credible and appealing, not as a desperate pitchwoman.

Victor lands a needless-but-clever appointment by pretending to represent the Charity League. In the meeting he projects confidence and charm, and Kay is impressed by his poise. The real work begins as they discuss Kay heading the Beautee Soap campaign.

At the photo shoot, the art director's bold concept—a negligee image—is vetoed by Victor. He pushes for a more dignified tableau: Kay in an evening gown, surrounded by her children, a scene that feels real and respectful. The clash reveals Victor's instinct to honor Kay's life and status.

The changes are confronted by Evans and Mr. Kimberly, yet Victor's overnight radio commercial plays perfectly, proving the concept works. Evans announces that Victor has earned the job, strengthening the new alliance. Kay's involvement deepens as Victor's professional success becomes personal.

Victor and Kay's alliance deepens as professional respect and budding romance intertwine. A double date with the Kimballs heightens the stakes and hints at a shared future. The line between ambition and affection begins to blur.

At a nightclub, Victor's chance encounter with Jean Ogilvie—Ava Gardner's character—stirs old passions and tests his commitment to Kay. The pull of the past adds emotional tension to their evolving relationship. Victor's longing creates a test Kay keenly feels.

To smooth things over, Victor invites Kay on a romantic Connecticut getaway. They discover the property has changed hands and they are assigned adjoining rooms with a connecting door, sparking Kay's disappointment. A disillusioned mood settles in as faith in Victor wavers.

Evans pushes for a new radio variety show featuring Buddy Hare, and Victor agrees to secure Hare by maneuvering Lash into the arrangement. Lash, about to leave on an evening train, suspects manipulation but goes along. The stakes are high as deadlines loom.

On a train, Victor enlists Jean's help to seal the deal with Hare at a lower price. The trip with Jean rekindles old tensions while keeping his eye on the campaign. Lash's reaction remains guarded as the arrangement takes shape.

The project moves to Hollywood, where the show is assembled but Hare is kept off the air due to his abrasive humor. The omission underscores the moral compromises Victor wrestles with. The production progresses amid unease.

A dinner with Jean rekindles chemistry, yet Victor's heart remains with Kay. He envisions himself as a provider who blends practicality with taste, and this self-image begins to guide his choices. The bond with Kay remains the emotional center of his decisions.

A legal snag threatens the Hare contract, and Victor, pressed by numbers, leans on innuendo against Lash before regretting the tactic. He returns to New York to pitch the updated show to Evans and confronts the system that rewards coercion. The confrontation marks a turning point in his ethics.

Victor rejects the urge to grovel for a break and refuses to conform for the sake of success. He tells Kay that they will postpone marriage until he can achieve financial stability. Kay counters that money isn't everything if he can sell with dignity and taste, and Victor tosses his last scraps of change into the street, signaling a new, honest beginning.