Farewell to ICA-Stig – Who's Ready to Take Over After This Icon?

It's official now. After all those years on our TV screens, all the smiles, and all the times he made us see ourselves in the everyday joys and worries of life, the time has come. A farewell to ICA-Stig is here. For anyone who grew up with the ICA commercials, it almost feels like saying goodbye to an old neighbour. You know the type—the one always lingering by the produce section, debating whether bananas or apples are the way to go for tonight's dessert.

And just like when a beloved colleague retires, the chatter starts up right away. Who on earth is going to fill those shoes? It's a question that sparks conversations far beyond the ad industry, from kitchen tables right across the country. Because ICA-Stig isn't just anybody. He's an institution, a comforting constant in a world that can feel a little too hectic. I still remember my mom chuckling at his one-liners, and now I find myself doing the exact same thing. There's something special in that, something that brings generations together.

A Local Icon in the Spotlight?

There's been no shortage of speculation, but we're finally getting closer to an ending date. Rumour has it that the new ICA-Stig will be revealed shortly, and one thing's for sure: the interest is massive. In Kristinehamn, the town many associate with ICA-Anders, the question of a successor has been hotly debated. Word on the street is that locals have their own clear favourites. It really shows just how deeply this role is rooted in popular culture. It's not just about delivering a line on cue; it's about radiating that genuine, everyday warmth.

And that's exactly why it's so fascinating to see the names popping up in discussions. To me, it's obvious that whoever takes over has to be someone who already feels like they belong in the room, someone we feel we already know. Being a skilled actor isn't enough; you have to be one of us.

Ove Sundberg – The Obvious Heir?

Which brings us to Ove Sundberg. You almost want to say there's no one better suited to be the new ICA-Stig than Ove. He's got that perfect mix of relatability and dry wit. Many remember him from Solsidan as the ever-so-proper and slightly flustered neighbour, but he has so much more depth. He can be both warm and pleasantly flustered at the same time, exactly like a real store manager should be when a customer is stuck deciding between two kinds of sausage.

There's a reason he's already been pegged as a top contender by many. Ove Sundberg possesses something that's hard to pin down, but everyone recognizes when they see it: authenticity. He wouldn't just be playing a role; he would become ICA-Stig. Just like we got used to the previous guy, we'd just as quickly welcome Ove into our living rooms every night. I'd be willing to bet he's already been asked, or at least that someone close to him has reached out and said, "Ove, now's your moment!"

So, what does it actually take to be the new ICA-Stig? I'd say it comes down to three things:

• Authenticity: The customer has to feel like, "this is my local grocer." No fake smiles, no put-on accent.
• The Everyday Hero: This person needs to handle everything from a jammed receipt roll to a customer searching for a specific cheese. He's the hub of the store.
• Quiet Charm: The humour should come from the situations, not from forced jokes. It's the look, the pause, the subtle sigh that makes it work.

No matter who ultimately lands the coveted role, we're looking at a shift. A farewell to one era, and the start of a new one. It's going to be emotional watching the old ICA-Stig walk out that door for the last time. But if it's Ove Sundberg greeting us next time? Well, then I'm not worried one bit. The ICA store would be in safe hands. Now, we just wait for the official announcement, and in the meantime, we can enjoy these final moments with our old friend. Here's to you, ICA-Stig, and welcome, whoever comes next!