The soap opera told the story of Fernando Dalba, or Nando, a fruit vendor who works with his mother, the Baroness, and his friends Gino and Guiomar. His life changes after he meets the wealthy widow Cristina Guimarães, owner of a beauty salon, who decides to teach him how to behave like a man of high society. Cristina's intention is to win a bet, but she falls in love with Nando, who is engaged to Candinha.

Pigmalião 70 ran for 1 season. No new episodes are scheduled.