Gianni is a poor, young newspaper salesman in Rome. However, during his vacations he poses as Count Max Varaldo, an aristocrat. Once, on a cruise in Naples, he meets Donna Paola, a wealthy snob, and her shy maid Lauretta. After trying to establish a relationship with Donna Paola, Gianni, disappointed, decides to drop his alter ego Max and propose to Lauretta. However, she now believes that he is a Count, which leads to a series of comic misunderstandings.