Ica is one of the major supermarket chains in Sweden, and its TV adverts are well-known in the country.
They take the form of a mini "soap", each advert lasting less than a minute and following storylines set in an Ica store, showcasing the current special offers and low prices. They've been running in this format since 2001 and hundreds of episodes have been broadcast.
Ica-Stig is the owner or handlare of the store. According to the English language version of Ica's website, the Ica handlare "is usually a person who is liked by the customers and who also performs good work for the local community".
The plots have included national holidays, new hires and substitutes, and only-in-Sweden experiences such as the store employees having to escape after someone opens a tin of fermented herring, or having a Midsummer barbecue indoors because it's raining outside.
It's been a big topic of discussion recently because Björn Kjellman, the actor who plays Stig, stepped down. Speculation on social media has been rife as to who the replacement would be.
So just how big a deal is this in Sweden?
Well, fairly big. The Ica adverts have earned a spot in the Guinness Book of World Records as the longest-running ad series of all time. Celebrities not only from Sweden but overseas have featured in the commercials, including beloved singer and actress Lill Babs, Eurovision winner Måns Zelmerlöw, and British chef Jamie Oliver.
The last two Stigs have held the role for around five years, with the one before that playing the character for a whopping 13 years.
Many people in Sweden see Stig as a constant in their lives. Those who are so inclined can catch up on any missed episodes on YouTube or Ica's own app. Even competitor supermarket Lidl has marked the occasion in the past, with an advert saying "Retiring doesn't have to be hard to bear. Welcome, Stig!" to promote their pensioner-friendly prices.
The actor getting the honour of being the next Ica-Stig is Mikael Tornving, a TV host, actor and comedian. He is only the fourth person to take over the role.
Watch the advert below and see if you think it's worth the fuss.
Swedish vocabulary
advert – reklam
special offer – erbjudande
(TV) soap – såpa
celebrity – kändis
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