Concerned that Reverend Lovejoy is not meeting all the needs of his parishioners, Marge volunteers to help him. She begins to give advice to the members of the congregation who call in crisis. As Marge gains a loyal following in Springfield, Lovejoy laments that he is a "shepherd without a flock." Meanwhile, Homer is troubled by his discovery of a box of Japanese dish soap bearing his likeness. He calls the company that manufactures the soap to learn why his face is on the box.

Homer receives a videotape from the soap manufacturer that shows a bizarre commercial for the product featuring a character named "Mr. Sparkle." The video also illustrates how two company logos were combined to create "Mr. Sparkle," who happens to look just like Homer.

Unable to help Ned with a crisis, Marge calls Lovejoy, who finds Ned and rescues him from a den of baboons at the zoo. Telling the story in his next sermon, Lovejoy miraculously captures his congregations’ interest.