The old system collapsed, and the huge Soviet Union became a thing of the past. In the tide of the times, Misha Gelkin (Ed Stoppard), a graduate of the Department of History, discovered his creative advertising talent at work. He entered this new field and was lured into the US-Russia advertising company by American Bob Gibbons (Jeffrey Tambor). After nearly 20 years of hard work, he gradually became a well-known figure in the industry. Although he could not officially become a partner of the company, he fell in love with Bob's beautiful niece Abby (Leelee Sobieski) and could not extricate himself. After a failed advertising plan, Misha's career and love both fell to the bottom. He had once been glorious, but he never thought that he would become a pawn in other people's marketing strategies, and he was deeply aware of how much harm his marketing talent, which he was proud of, brought to himself and others. Six years later in 2017, the world has changed dramatically, and Misha, who lives in seclusion in the wilderness, is destined to be unable to live an ordinary life...