Los Angeles is about to burn with drama once again as CBS’s The Bold and the Beautiful gears up for its highly anticipated Season 39, premiering Monday, September 15. The newly unveiled promotional image — featuring a shirtless man clutching a phone and the now-viral tagline “Babe, pick up the phone” — has sent fans into a frenzy online. It’s bold, intimate, and dripping with the emotional intensity that has defined the series for nearly four decades.
The steamy shot perfectly captures the tension that The Bold and the Beautiful has mastered since its debut in 1987. Viewers can’t stop speculating: who’s on the other end of that call? A forbidden lover? A betrayed partner? A secret returning from the past? In true soap opera fashion, the photo teases heartbreak, seduction, and a twist waiting just beneath the surface.
According to insiders, Season 39 is set to shake up the show’s foundations in ways fans have never seen before. Relationships will crumble, shocking betrayals will surface, and old flames will reignite in dangerous ways. “This season is about consequences,” a source close to the production revealed. “Every decision comes with a price — and nobody is safe.”
The upcoming season promises to spotlight some of the series’ most beloved characters in emotional turmoil. While the Forrester family empire continues to thrive on the surface, dark secrets are threatening to unravel everything they’ve built. Love triangles, corporate wars, and buried lies will take center stage once again — but this time, the emotional stakes are higher than ever.
The campaign’s sultry tone reflects The Bold and the Beautiful’s ability to evolve with its audience. Even after nearly four decades on air, it continues to dominate the daytime drama landscape by blending timeless romance with modern storytelling. The series’ creative team knows exactly how to keep viewers glued to their screens — a mix of irresistible chemistry, lavish fashion, and shocking cliffhangers that leave fans gasping for more.
Social media has been flooded with reactions since the promo dropped. Fans flooded comment sections with questions and theories: “Who is he calling?” “Is this about Hope and Thomas?” “What happened to Steffy?” The mystery has only deepened anticipation for the premiere, proving that The Bold and the Beautiful remains one of TV’s most addictive guilty pleasures.
As the clock ticks down to September 15, one thing is crystal clear — when The Bold and the Beautiful says “Babe, pick up the phone,” you better answer. Because the call might just change everything.
