The relished seventy-five-year feud between the Shepardsons and the Burnsides is scheduled to end by the marriage of Bob Burnside and Lobelia Shepardson. The n'er-do-well Shepardsons have agreed to the wedding to get Bob's diamond mine into the family, despite Bob's outrageous inclinations to shave, bathe and work. Bob is reluctant to wed Lobelia, however, because he knows she loves his brother Ardinger. In order to secure Lobelia and Ardinger's happiness, Bob flees, but when his hat is accidentally shot off by Ardinger's gun, the townspeople believe Ardinger killed him. Meanwhile, in Monotony, Arkansas, Mary Beamish, who has been told by her girl friends that she will become an old maid, rashly promises to produce a beau to prove them wrong. Bob has been chased by a mule out of his town and has been left holding the hair tonic of a medicine doctor who fled a group of men made bald by his solution. Bob escapes the throng of men and arrives in Monotony. There he is hit on the head by a slingshot, which causes him to forget his identity and fall in love with the first person he sees. A splash of water relieves his amnesia but also ends his affectionate mood. Bob then hears Mary singing and is instantly smitten. She, in turn, is so relieved to have a date that she accepts his anonymity. When he wanders into a car bearing the name "Hamilton W. Lovelace," Mary thinks this is his name and introduces Bob to her friends as Hamilton. She then appears in the Monotony Amateur Show. After Bob intercepts a telegram instructing Hamilton to go to Hot Springs, he and Mary decide to elope. At their hotel in Hot Springs, Bob discovers that Hamilton is already married and is wanted by G-men, and Mrs. Lovelace points out that Bob is not her husband. Bob is put to work in the kitchen while Mary makes confusion out of a dinner show when she is substituted for an injured dancer. After they are kicked out of the hotel, Bob and Mary by chance meet Lobelia, who has been trying to locate Bob to prove Ardinger's innocence. Mary pours water on Bob so that he is able to testify at Ardinger's trial. When, during the trial, Bob loses his memory again, Mary turns a fire hose on him and disrupts the courtroom. This causes the feud to resume for a few minutes until Mary sprays the Shepardsons with hair tonic and the women declare an end to the fighting. The wedding party resumes, this time with two couples, Ardinger and Lobelia, and Mary with Bob, who again has amnesia but is once more in love with Mary.