The song tells the story of a umbrella salesman who attempts to sell magic umbrellas. However, he faces constant shunning for his outrageous claims about the umbrellas "magic". In the end, in an attempt to prove they are magical, he climbs a 40 foot building and shouts out to the people below him his sales pitch. Upon which he leaps into the sky while holding an umbrella. Afterwards, his umbrellas are left scattered on the ground, to which the people of the city finally buy them.