Mikael Tornving is the new ICA-Stig – Uppsala comedian takes on iconic role

He takes over the beloved role

It's official: Mikael Tornving is the new ICA-Stig. After many years with Hans Mosesson in the iconic role, it's time for a new face to step into the ICA store. Tornving, who hails from Uppsala, is ready to take on the much-loved character – and the New Zealand public are certainly curious.

From Uppsala to the nation's ICA

Mikael Tornving is no stranger to the entertainment industry. He made his name as a comedian and TV host, appearing everywhere from stand-up stages to the small screen over the years. But it all started in Uppsala. This is where he began his comedy career, long before becoming a household name across the country. Perhaps it's this very background that makes him the perfect ICA-Stig – a personality that feels both reassuring and entertaining.

What does this mean for ICA advertising?

For those who've followed ICA ads over the years, it's no secret that ICA-Stig is a central figure. He's been there to guide us through specials, new products, and everyday dramas in the store. With Tornving at the helm, we can expect a fresh spark. His humorous streak is sure to leave its mark on the role, while still respecting the legacy he's taking on.

• Mikael Tornving was born and raised in Uppsala.
• He's appeared in shows like "Parlamentet" and "Time out".
• ICA-Stig has previously been played by the likes of Hans Mosesson and Lasse Kronér.
• Filming for the new commercials is already underway.

The reactions: "He'll be perfect"

Social media is already buzzing. Many are positive about the choice of Tornving. "Finally, someone with wit and humour," writes one user. Others remember him from his time in Uppsala and think it's great a local talent is getting the gig. Tornving himself seems humble about the task: "It's a big deal to be part of continuing the ICA-Stig story," he notes.

We here at the office agree – this could be the start of a new era for ICA advertising. With Mikael Tornving in the lead role, all the ingredients are there for both laughs and that sense of familiarity. Keep an eye on your TV screens; he'll be there before you know it.