Bidding 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 every time he made us see ourselves in the little joys and troubles of daily life, the time has come. We are saying goodbye to ICA-Stig. For anyone who grew up watching the ICA commercials, it almost feels like saying goodbye to an old neighbour. You know, the kind who's always by the vegetable section, pondering whether bananas or apples would be best 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 interest far beyond the advertising industry, from kitchen tables in small towns to discussions across the country. Because ICA-Stig isn't just anybody. He's an institution, a steady anchor in an increasingly chaotic world. I myself remember how my mother would always chuckle at his lines, and now I find myself doing the same. There's something truly special about that, something that brings generations together.

A Local Boy in the Spotlight?

There has been plenty of speculation, but we're now getting closer to an end date. Rumour has it that the new ICA-Stig will be announced shortly, and one thing is for sure: the interest is massive. In the town many associate with the ICA ads, the question of a successor has been hotly debated. Whispers suggest the 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 in front of a camera; it's about radiating that genuine, slightly everyday warmth.

And that's exactly why it's so fascinating to see the names popping up in discussions. For me, it's obvious that whoever takes over must be someone who already feels familiar, 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?

This brings us to Ove Sundberg. It almost feels natural to say that there's no one better suited as the new ICA-Stig than Ove. He has that perfect mix of relatability and dry wit. Many remember him from the popular show Solsidan as the always proper and slightly stressed neighbour, but he has so much more depth. He can be both warm and subtly amusing at the same time, just like a real store manager should be when a customer is stuck deciding between two types of sausage.

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

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

• Authenticity: The customer has to feel, "this is my local shopkeeper." 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.
• 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.

No matter who finally lands the coveted role, we are facing a shift. A farewell to one era, and the beginning of another. It will be emotional to see 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 worried one bit. The ICA store would be in safe hands. Now, we just have to wait for the official announcement, and in the meantime, let's cherish these final moments with our old friend. Here's to you, ICA-Stig, and welcome, whoever comes next!