A Farewell to ICA-Stig – Who's Ready to Take Over from the Kiwi 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 daily joys and dramas, the time has come. Saying 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 veggie section, pondering whether it's bananas or apples for tonight's dessert.

And just like when a beloved workmate retires, the chatter starts up straight away. Who on earth is going to fill those shoes? It's a question that sparks debate far beyond the advertising world, from kitchen tables in Cambridge to conversations right across the country. Because ICA-Stig isn't just anybody. He's an institution, a steady point in a world that can feel a bit chaotic. I still remember my own mum 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 hero in the spotlight?

There's been plenty of speculation, but we're finally getting close to an end date. Rumour has it that the new ICA-Stig will be announced shortly, and one thing's for sure: the interest is massive. In Cambridge, the city many associate with the original 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 our culture. It's not just about being able to deliver a line on camera; it's about radiating that genuine, down-to-earth warmth.

And that's exactly why the names being thrown around in discussions are so fascinating. To me, it's obvious that whoever takes over has to be someone who already feels familiar, someone we feel we already know. Being a talented actor isn't enough; you've got to be one of us.

Ove Sundberg – the natural heir?

Which brings us to Ove Sundberg. You almost want to say there's no one better suited as the new ICA-Stig than Ove. He's got that perfect mix of everyday relatability and dry wit. Plenty of people remember him from Solsidan as that always-proper, slightly stressed-out neighbour, but he's got so much more depth. He can be warm and a little bit flustered at the same time – just like a real store manager should be when a customer can't decide between two types of sausages.

There's a reason so many have already tipped him as a frontrunner. Ove Sundberg has something that's hard to pin down, but that everyone recognises when they see it: authenticity. He wouldn't be playing a role; he'd become ICA-Stig. Just as we got used to the previous bloke, we'd quickly welcome Ove into our living rooms every night. I'm willing to bet he's already been asked, or at least that someone close to him has got in touch 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 like "this is my local dairy owner." No fake 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.

No matter who finally lands the coveted role, we're facing a shift. A farewell to one era, and the start of another. It'll be emotional watching 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 local shop will be in safe hands. Now we just have to wait for the official word, and in the meantime, we can enjoy those final moments with our old mate. Cheers to you, ICA-Stig, and welcome, whoever comes next!