• Sweden's news in English
 

Ica pulls contested Easter commercial off TV

The Local/at · 16 Apr 2014, 16:59

Published: 16 Apr 2014 16:59 GMT+02:00

The Ica adverts, which have chronicled a team of supermarket staff for years, took a stab at Sweden's upcoming Easter holidays this week. But the advert for a joint of lamb, cut-price eggs, and discount Swedish cheese has done nothing but ruin the appetite of some of Ica's potential customers.

"It just doesn't feel right that someone is making jokes about something that's holy to me," Sara Beardsall in Helsingborg told Sveriges Radio (SR).

The clip in question (below) shows the four staff members seated around a table for Easter dinner. As store manager Stig breaks a baguette in two, a male colleague references the breaking of the bed in the bible. 

But when he also points out that it represents Christ's body, a female colleague interjects to say that talk about bodies around the dinner table grosses her out. She even shudders. And shouldn't her male colleagues wax their backs, while on the topic of bodies?

"To have them talking about it like something disgusting - waxing backs, that the body is wrong, etc - it doesn't only feel strange to me, it's actually insulting," Beardsall explained about her reaction to the televised commercial.

Christian Democrat party member Malin Ekelund, who often takes part in Swedish media debates, told SR that she also had felt very ill at ease after seeing the commercial.

"Listen, so it's OK to make jokes about Christianity to a certain extent, but communion is such a central part of Christianity and you've crossed the line if you joke about it," Ekelund said. 

The advertising watchdog Reklamombudsnämnden (RO) has received one official complaint and will look into the matter. While RO does not issue financial penalties, it publishes its verdicts online.

"To be mentioned in the media can feel like enough of a punishment," spokeswoman Elisabeth Trotzig told the Christian newspaper Dagen. 

A local Ica store manager in Lagan also told Dagen that a few of his customers had already complained, although he said people needed a sense of humour.

"I'm a believer myself but I don't feel offended," store manager Roland Johansson said.

Story continues below…

Ica has now decided to stop broadcasting the commercial, effective within 24 hours

"We do want to continue making films that bring up current events... but maybe we won't make more films about religion in the middle of a religious holiday," spokesman Ola Fernvall told SR.  

Ica has landed itself in hot water before. Last year, several commenters said an advert portraying Chinese people as dog-eaters was offensive.

The Local/at (news@thelocal.se)

Your comments about this article

Today's headlines
Julian Assange
Assange: 'Today is a significant victory for us'
Julian Assange's press conference on Friday. Photo: Mattias Areskog/TT

Assange: 'Today is a significant victory for us'
43 minutes ago

Will Julian Assange be able to walk free?

Julian Assange
Swedish rape activists slam UN on Assange
The board of Swedish women's refuge lobby Roks. (Zozan Inci front left). Photo: Roks

Swedish rape activists slam UN on Assange
52 minutes ago

“The UN thinks that the justice of the women who have been assaulted and raped is less important than the right of a possible offender to walk freely in the streets.”

Ikea loses right to own trademark in Indonesia
What four yellow letters can Ikea put up at its store outside Jakarta. Photo: Flickr/BxHxTxCx

Ikea loses right to own trademark in Indonesia
2 hours ago

You thought that Ikea was a Swedish purveyor of flatpack furniture? Well not in Indonesia it isn't, at least not any more.

The Local List
Four fab facts about Sweden's 'Melodifestivalen' mania
Måns Zelmerlöw won Eurovision song contest 2015. Photo: Jessica Gow/TT

Four fab facts about Sweden's 'Melodifestivalen' mania
2 hours ago

Christmas, Midsummer and Lucia are all important holidays in Sweden. But there is one event that is bigger than them all.

The Local music
Ten fantastic Swedish songs for February
Maja Francis. Photo: Adam Ihse/TT

Ten fantastic Swedish songs for February
5 hours ago

February brings a haul of great new Swedish pop - let our music writer, Paul Connolly, take you through the very best.

Elderly Swedes arrested in Thailand for playing bridge
Stock picture of playing cards. Photo: Ingvar Karmhed/SCANPIX

Elderly Swedes arrested in Thailand for playing bridge
6 hours ago

A game of bridge had an unexpected ending for 32 club members in Thailand, including three Swedes.

Swedish Volvo's offloads costs for big profit rise
A Volvo trucks plant in the US. Photo: AP Photo/Patrick Semansky

Swedish Volvo's offloads costs for big profit rise
6 hours ago

Truck maker Volvo reported a big profit boost on Friday following a massive cost-cutting programme.

Swede finds 86-year-old condom at grandma's
The condoms were made out of silk. Photo: SVT

Swede finds 86-year-old condom at grandma's
7 hours ago

Would you trust a silk condom?

Swedish church admits it ran 'racist' Sami schools
Stock picture of people wearing Sami clothes. Photo: Fredrik Sandberg/SCANPIX

Swedish church admits it ran 'racist' Sami schools
8 hours ago

'It was a form of school whose ideology was based on racist ideas of superior and inferior races,' said Archbishop Antje Jackelén.

The Local Recipes
How to make traditional Swedish 'semlor' buns
Semla buns. Photo: Claudio Bresciani/SCANPIX

How to make traditional Swedish 'semlor' buns
9 hours ago

Impress your Swedish friends by making these beloved and very, very creamy semlor. This is our favourite recipe.

Sponsored Article
How to set up shop in the 'Silicon Valley of Sweden'
International
Who exactly is Julian Assange?
Sponsored Article
US taxes and FATCA: 'The time for hiding is over'
Travel
Stockholm's eight REAL no-go zones
Gallery
People-watching: February 3rd
Blog updates

4 February

City Runs (The Diplomatic Dispatch) »

"Since moving to Stockholm I’ve been blessed to live next to the Djurgarden, and to be…" READ »

 

3 February

An amazing month for The Local as Europe thirsts for news (Globally Local) »

"Here at The Local, we shy away from blowing our own trumpet – but sometimes if…" READ »

 
 
 
Sponsored Article
Swiss hospitality: The ladder to your international career
National
'How confronting the man who robbed me gave me closure'
Sponsored Article
Ice magic at north Sweden island lodges
National
TIMELINE: All the twists and turns in the Julian Assange case
Analysis & Opinion
DEBATE: Why are Swedes so obsessed with Nordic skiing?
Culture
See which Swedish museums are now opening up for free
Sponsored Article
Just landed? Here's the secret to finding work in Stockholm
Gallery
Property of the week: Insjön, Nacka
Sponsored Article
Stockholm's secret ski resort: Kungsberget
National
VIDEO: Tensions caught on camera inside Swedish asylum home
Gallery
People-Watching: January 29th - 31st
Sponsored Article
Luleå: 8 winter must-dos in Sweden's far north
International
How will Sweden deport up to 80,000 failed asylum seekers?
Sport
When you gotta go... Swedish racing dog does poo and then takes gold
Sport
Guess who just got a HUGE pay rise?
Travel
WATCH: Five top tips for safe ice skating on Sweden's gorgeous lakes
Gallery
People-watching: January 27th
National
'Sweden could be at war within years'
Gallery
Property of the week: Öjersbo, Kungsbacka
International
Why is the Pope coming to Sweden?
Travel
Ten must-see Stockholm museums
National
He created Sweden's huge snow penis
Culture
The historic moment when Abba reunited on stage in Sweden
Analysis & Opinion
OPINION: Why I can't embrace Sweden's obsession with hugging
Gallery
IN PICTURES: Mamma Mia The Party show opens in Stockholm
3,404
jobs available
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
psdmedia.se