Bunuel's dark screwball comedy tells of a wealthy Mexican family's attempt to change the spending habit of their selfish and hedonistic patriarch, Alfredo (played by Luis Alcoriza, the films screenwriter). The family decides to try to fool him into spending less by telling him that his large fortune is gone and assuming a life of poverty. However, the old man discovers the deception but - in order to teach his family that they are all worthless and lazy and to vindicate his own reputation - he continues to feign ignorance while sneaking off during the day to conduct his still thriving business.