Based on the story "Oh, Marat!" by Fazil Iskander. The main character of the movie, Marat, lives in a coastal town near the Black Sea, he works as a photographer at the beach and is an editor at the local newspaper. But he is known for an entirely other reason: no woman can resist him. Making love is a serious thing for Marat, although his adventures will make the viewers die with laughter...

Journalist Shurik arrives in the Caucasus in order to study local culture and folklore, the ancient customs and traditions of the people in this region. Per chance he meets and befriends a girl in a mountainous town, the beauty Nina, which the gouvernor, wealthy and powerful local Saakhov, is planning to marry — if not willingly then by force. Using the gullible journalist as a strawman, Saakhov and his henchmen (the "Coward", the "Fool", and the "Pro", a trio of comic antiheros) are able to kidnap Nina, all seems to work according to plan. But realizing that he had been deceived, Shurik, who fell for Nina, rushes to rescue his beloved one, for a happy ending.