Farewell to ICA-Stig – who's ready to step into the shoes of an icon?

It's official now. After all those years on our telly screens, all the smiles, and all the times he made us recognise our own little everyday joys and worries, the time has come. We're saying farewell to ICA-Stig. For anyone who grew up with the ICA adverts, it's almost like saying goodbye to an old neighbour. You know the type, always hovering by the veg aisle, deliberating whether it's bananas or apples for tonight's pudding.

And just like when a beloved colleague retires, the chatter starts up straight away. Who on earth is going to fill those shoes? It's a question that gets people talking far beyond the advertising industry, from kitchen tables in Kristinehamn to conversations up and down the country. Because ICA-Stig isn't just anyone. He's an institution, a comforting constant in an increasingly chaotic world. I remember my own mum always chuckling at his one-liners, and now I find myself doing the same. There's something rather lovely about that, something that brings generations together.

A local lad from Kristinehamn in the spotlight?

There's been no end of speculation, but we're finally getting to the finish line. Rumour has it the new ICA-Stig will be announced 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 has it the locals have their own clear favourites. It really shows just how deeply rooted this character is in the public consciousness. It's not just about being able to deliver a line to camera; it's about projecting that genuine, slightly homespun warmth.

And that's exactly why it's so fascinating to see the names cropping up in the conversation. To me, it's obvious that whoever takes over has to be someone who already feels like part of the furniture, someone we feel we already know. You can't just be a skilled actor; you have to be one of us.

Ove Sundberg – the obvious heir?

Which brings us to Ove Sundberg. It's almost tempting to say there's no one better suited to be the new ICA-Stig than Ove. He's got that perfect blend of common touch and dry wit. Many will remember him from Solsidan as the ever-so-proper and slightly flustered neighbour, but he's got so much more depth. He can be both warm and gently befuddled at the same time, just like a proper shopkeeper should be when a customer can't decide between two types of sausage.

There's a reason so many have already tipped him as the frontrunner. Ove Sundberg possesses something difficult to define, but that everyone recognises when they see it: believability. He wouldn't be playing a part; he'd become ICA-Stig. Just as we got used to the previous incumbent, we'd just as quickly welcome Ove into our living rooms every evening. I'd wager he's already been asked, or at the very least, someone close to him has been in touch saying, "Ove, this is your moment!".

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

• Believability: The customer has to think, "this is my local shopkeeper". No false smiles, no put-on accent.
• The everyday hero: They need to handle everything from a jammed receipt roll to a customer hunting for a specific cheese. They're the hub of the shop.
• Understated charm: The humour should come from the situations, not from forced jokes. It's the look, the pause, the little sigh that does it.

Whoever finally lands the coveted role, we're facing a shift. A farewell to one era, and the start of another. It'll be emotional seeing the old ICA-Stig walk out the door for the last time, but if it's Ove Sundberg greeting us next time, well, I'm not worried one bit. The ICA shop will be in safe hands. Now we just have to wait for the official announcement, and in the meantime, we might as well enjoy our last moments with our old friend. Cheers to you, ICA-Stig, and welcome, whoever comes next!