HELSINKI, FINLAND — The City of Helsinki, together with actor Janne Hyytiäinen, has issued a very public — and very personal — invitation to Pamela Anderson: come to Finland’s capital and reclaim her Finnish family name, Hyytiäinen.
The invitation follows Anderson’s interview with Vogue Scandinavia, where she spoke openly about simplifying her life, embracing a more natural image, and reconnecting with her Finnish heritage. Delivered through a short film starring Janne Hyytiäinen — currently the world’s most famous Hyytiäinen — the message has struck a chord well beyond Finland’s borders.
Within 24 hours of its release, the Instagram video went viral, reaching audiences as far as Canada and prompting widespread tagging of Anderson in comments and shares. Among those reacting was Anderson’s son, Brandon Thomas Lee, who responded with applause emojis and even reposted the video.
To further ensure the message reached its intended recipient, Helsinki extended the outreach to Vancouver Island, where Anderson currently lives, installing roadside billboards along routes in and out of her home city.
In her Vogue Scandinavia interview, Anderson expressed interest in changing her name to Pamela Hyytiäinen, but noted that she would not be able to do so. Regardless of the reasons, Helsinki has made clear that adopting the surname Hyytiäinen is indeed possible, with general guidance on the process publicly available under Finnish law.
“After reading Anderson’s interview in Vogue Scandinavia, we wanted to respond with a warm welcome to Helsinki. Many of the interests she has spoken about publicly, from nature and wellbeing to a simpler everyday rhythm, are also things Helsinki has a great deal to offer,” says Soila Lehkonen, Head of Brand and PR at Helsinki Partners.
Finland has been ranked the happiest country in the world by the World Happiness Report for the eighth year in a row, and Helsinki views happiness as something shaped through everyday life. In line with the city’s strategy — that Helsinki provides all the conditions for living the best possible life — the capital aims to support wellbeing in practical, human ways.
“Anderson’s public comments regarding her Finnish heritage sparked a simple question on our end: if someone publicly expresses a wish to reconnect with their Finnish roots, what would a welcoming, functional city do? For Helsinki, the answer was to send an invitation,” Lehkonen continues.
“If Anderson were to respond, we would be delighted to welcome her and to introduce her to everyday life in Helsinki, including Finnish sauna culture. Perhaps even a smoke sauna followed by a cold dip, as a very Helsinki-style way to say welcome,” adds Liisa Kivelä, Chief Communications Officer of the City of Helsinki.
From actor to actor — and Hyytiäinen to Hyytiäinen
At the heart of the campaign is the short film “Operation: Make Pamela a Hyytiäinen,” featuring Janne Hyytiäinen, who shares the surname Anderson has expressed interest in reclaiming. Hyytiäinen is known internationally for his work in films by Cannes-winning director Aki Kaurismäki.
In the film, Hyytiäinen addresses Anderson directly, outlining how the surname could be formally adopted under Finnish law through options such as marriage, adoption, or citizenship. The two may even be distant relatives: data from Finland’s Digital and Population Data Services indicates that fewer than 1,800 people in the country share the surname Hyytiäinen.
Helsinki has been careful to clarify that Anderson is not participating in or collaborating with the campaign, nor is she being presented as part of it. The effort is a one-way invitation from the city, addressed directly to her.
A hyper-targeted outreach across the Atlantic
Rather than a broad awareness push, the city opted for a hyper-targeted approach designed specifically to reach Anderson herself. Alongside outdoor placements on Vancouver Island, the campaign includes targeted social media advertising and even a landing page that asks visitors to confirm they truly are Pamela Anderson before proceeding.
The short film also features subtle easter eggs referencing Anderson’s publicly known interests and values, including traditional Finnish foods such as vispipuuro, references to horses, Yves Piaget roses, and the sauna as a symbol of everyday wellbeing.
