Roger Willoughby is a top salesman at Abercrombie & Fitch, boasting expertise in all things related to fishing. However, he harbors a secret: he has never fished in his life. His comfortable routine is disrupted when he is pushed by marketing executive Abigail Page to participate in an annual fishing tournament to promote the store. Despite the obvious risk of exposure, Roger is coerced into entering the competition with the help of Abigail, who believes engaging their top salesman in a public event will create brilliant publicity and boost sales. Desperate to keep his lack of skills hidden, Roger reluctantly agrees to participate, hoping for a quick resolution that spares him embarrassment.

As the tournament approaches, Roger must scramble to learn the ropes of fishing, with Abigail and her colleague Isolde backing him in an immersive crash course filled with challenges and mishaps. They travel to a picturesque lakeside location where the pressure on Roger intensifies with each passing day. Throughout this ordeal, comedic chaos ensues as Roger struggles with everything from casting lines to handling boats, all while maintaining an air of confidence among his peers. Meanwhile, Abigail's initial professional interest in Roger deepens into a personal connection as they navigate their way through a series of humorous incidents. With time running out before the tournament starts, Roger's charm and resourcefulness are tested as he balances the farce of his expertise with unexpected complications in his relationship with Abigail.