A Fond 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 all the times he made us see ourselves in life's little joys and worries, the time has come. A farewell to ICA-Stig is here. For those of us who grew up with the ICA commercials, it almost feels like saying goodbye to an old neighbour. You know, the kind who's always at the veggie section, pondering whether it's bananas or apples for tonight's dessert.

And just like when a beloved colleague retires, the chatter starts immediately. Who on earth is going to fill those big shoes? It's a question that sparks discussion far beyond the advertising industry, from kitchen tables everywhere to conversations across the whole country. Because ICA-Stig isn't just anybody. He's an institution, a steady presence in a world that can feel a bit too chaotic. I still remember my mum chuckling at his lines, and now I find myself doing the same. There's something really nice about that, something that brings generations together.

A Kristinehamn local in the spotlight?

There's been no shortage of speculation, but we're finally getting closer to an end date. Rumour has it that the new ICA-Stig will be announced soon, and one thing's for sure: the interest is massive. Over in Kristinehamn, the town many associate with ICA-Anders, the question of who'll take over has been hotly debated. Whispers suggest the locals have their own clear favourites. It just goes to show how deeply this role resonates with everyday people. It's not just about delivering a line on camera; it's about projecting that genuine, slightly down-to-earth warmth.

And that's exactly why it's so fascinating to see the names popping up in conversations. To me, it's obvious that whoever takes over needs to be someone who already feels familiar, someone we feel like we already know. Being a talented actor isn't enough; you have to be one of us.

Ove Sundberg – the obvious heir?

Which brings us to Ove Sundberg. It's almost tempting to say no one would be a better fit for the new ICA-Stig than Ove. He has that perfect mix of everyday relatability and dry wit. Many remember him from Solsidan as the always proper and slightly stressed neighbour, but he has so much more depth. He can be both warm and gently 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 many have already pegged him as a top contender. Ove Sundberg possesses something that's hard to define, but everyone recognises when they see it: authenticity. He wouldn't be playing a role; he'd become ICA-Stig. Just like we got used to the previous guy, we'd quickly welcome Ove into our living rooms every evening. I'd bet he's already been asked, or at least someone close to him has nudged him saying, "Ove, this is your moment!"

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

• Authenticity: The customer has to feel like "this is my local grocer." No fake smile, no forced accent.
• The Everyday Hero: This person needs to handle everything from a jammed receipt roll to a customer hunting for a specific cheese. He's the heart of the store.
• Understated Charm: The humour should come from the situations, not from corny jokes. It's the look, the pause, the little sigh that makes it work.

No matter who finally lands the coveted role, we're facing a shift. A goodbye 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 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!