A Fond Farewell to ICA-Stig – Who's Ready to Take Over After the Icon?

It's official now. After all those years on our telly screens, all the smiles, and all the times he made us recognise ourselves in the everyday joys and niggles, the time has come. A fond farewell to ICA-Stig is here. For anyone who grew up with the ICA adverts, it's almost like saying goodbye to an old neighbour. You know the type – always standing by the veg aisle, pondering whether it's bananas or apples for dessert tonight.

And just like when a beloved colleague retires, the chatter kicks off straight away. Who on earth is going to fill those shoes? It's a question that grabs attention far beyond the advertising world, from kitchen tables in Cork to discussions the whole country over. Because ICA-Stig isn't just anyone. He's an institution, a steady presence in a world that's far too hectic. I remember myself how my mother always used to chuckle at his one-liners, and now I find myself doing the very same. There's something lovely in that, something that brings generations together.

A Local Lad in the Spotlight?

The speculation has been rife, but we're starting to close in on an end date now. Rumour has it the new ICA-Stig will be unveiled shortly, and one thing's for sure: the interest is massive. In Kristinehamn, the town many associate with ICA-Anders, the question of the successor has been hotly debated. Word has it the locals have their own clear favourites. It really shows the deep, popular roots this role has. It's not just about delivering a line in front of a camera; it's about radiating that genuine, slightly ordinary warmth.

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

Ove Sundberg – The Obvious Heir?

That's where we come to Ove Sundberg. You're almost tempted to say there's no one better suited as the new ICA-Stig than Ove. He has that right mix of common touch and dry wit. Many remember him from Solsidan as that ever-so-proper and slightly flustered neighbour, but he has so much more depth. He can be both warm and quietly cantankerous at the same time, just as a real shop manager should be when a customer is dithering between two types of sausage.

There's a reason many have already tipped him as a front-runner. Ove Sundberg possesses something that's hard to define, but everyone recognises when they see it: believability. He wouldn't be playing a part; he would become ICA-Stig. Just as we got used to the previous fella, we'd just as quickly welcome Ove into our living rooms every evening. I'd wager he's already been asked, or at least someone close to him has been on the phone saying, "Ove, now's your chance!".

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

• Believability: The customer has to feel, "this is my local grocer." No fake smile, no put-on accent.
• The Everyday Hero: The person has to handle everything from a jammed receipt roll to a customer searching for a specific cheese. He's the hub of the shop.
• The Quiet Charm: The humour should come from the situations, not from tacked-on jokes. It's the look, the pause, the little sigh that does it.

Whoever eventually lands the coveted role, we're facing a shift. A farewell to one era, and the start of a new one. 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 then, I'm not a bit worried. The ICA shop will be in safe hands. Now we just have to wait for the official word, and in the meantime, we'll enjoy those last moments with our old friend. Here's to you, ICA-Stig, and welcome, whoever comes next!