For creative free spirits Stigu and Ella, there's only one kind of relationship: regular, good sex with no commitment and no fixed ties. It seems almost ironic that these two in particular have been booked to implement a major advertising campaign on the subject of "Marriage and Family - Sustainable Relationships". With plenty of cynicism, the two advertising professionals work their way into the topic and have to discover that increasingly it's not just about the feelings and relationships on the advertising paper, but also about tender affection for each other. Together they experience a somewhat different Scandinavian summer, culminating in a traditional finale: the wife-carrying contest. Did the advertising for love make a difference after all?