In New York, Alex Hitchen (Will Smith) is a kind of sentimental advisor, teaching each client how to date the woman of his dream. His present case is helping the clumsy Albert (Kevin James) to date the wealthy and powerful Allegra Cole (Amber Valletta). Meanwhile, Hitch has a crush on the gossip columnist Sara (Eva Mendes), who was assigned to write about Allegra. When the best girlfriend of Sara has a love disillusion with a man that Sara thinks that is a client of Hitch, she plots a revenge against Hitch and the misunderstanding leads the two couples to a conflictive situation.