Soap Fever

Finland under the spell of “The Bold and the Beautiful”.

Following the Soviet collapse in 1991, “The Bold and the Beautiful” became an unlikely lifeline during Finland’s darkest years. As a severe recession erased jobs, dreams, and nightlife, Finns escaped into romance. Each weekday, the entire nation gathered around their televisions, despite politicians condemning the programme as irresponsible. Its influence was everywhere: boys were named Ridge and Thorne, and more than 40 girls were named Brooke.

Other television stars also received a warm welcome: David Hasselhoff and Don Johnson drew crowds, while visits by Ronn Moss and other soap stars caused hysteria, as fans measured themselves against the beauty ideals of their on-screen idols.

A Finnish director revisits these nostalgic yet painful years through archives, magazines, posters, newspapers, animated diaries, and interviews. With warmth and humour, the film explores how television offered comfort, fantasy, and a shared experience to a nation in crisis.