It is 1959. Tired of academia, Cambridge University archaeology professor Jeffrey Fairbrother goes to Maplin's Holiday Camp as the new Entertainments Manager, a job he looks forward to with idealised optimism. Camp host, Ted Bovis, instructs his new recruit, camp comic Spike Dixon, in how to succeed at Maplin's.

Jeffrey is implicated when Ted is spotted entering a chalet with a girl camper.

Jeffrey is called upon to judge the Holiday Princess Competition. Meanwhile, Ted teaches Spike how to make the most of the campers' generosity.

Mr. Partridge's drinking is getting worse, and Jeffrey's untimely decision to give him an advance on his wages doesn't help matters.

Fred's past comes back to haunt him, causing the staff - Peggy and Spike in particular - several difficulties.

Joe Maplin ordains that each Thursday should be Sunshine Smile Day, encouraging Ted to indulge in a money-making scheme.

Jeffrey's marital problems start to interfere with his work, and scandalous rumours are soon circulating around the camp.