Cold Turkey is a comedy film that centers on one town's mission to quit smoking. Merwin Wren (Bob Newhart) is an advertising executive at a tobacco company. He devises a plan as a part of a marketing strategy -- any town in the United States that can get all of its residents to quit smoking for 30 days will receive a check for $25,000,000. Merwin does not believe any town can do this, so when he receives a call from Reverend Clayton Brooks (Dick Van Dyke), he is shocked. Reverend Brooks says that his town, Eagle Rock, Iowa, is willing to accept the challenge, the only town in America to do so. The Reverend is able to get all of his residents on board. The countdown begins and a series of hilarious events ensue as the residents struggle to quit their addictions. Merwin visits Eagle Rock to check in on its progress and is surprised at what he finds.