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ICA 2009-2012


ICA is Sweden’s largest grocery store chain. Each store with a different owner. About 12 years ago we wanted to dramatize that, being the unique feature of ICA. The solution was a series of ads portraying the everyday life in a store starring store owner, Stig, and his staff. Today, more than 450 episodes later, the concept is still going on strong, featured in Guinness book of records for longest running ad series, awarded with various prizes and with a considerable fan base.


 
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The intern - 2009, week 42

 
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Jerry - 2009, week 43

 
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Jerry fools Ulf - 2009, week 44

 
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Jamie Oliver - 2009, week 50

 
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Mistletoe - 2009, week 52

 
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Memory lane - 2010 - week 3

 
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Cindy sings - 2010, week 4

 
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Valentine's day - 2010, week 6

 
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Paul Tilly behind the scenes - 2010, week 8

 
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The substitutes - 2010, week 9

 
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No prescription drugs - 2010, week 10

 
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Ulf is fake drunk - 2010, week 50

 
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Stig quits smoking - 2010, week 52

 
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The Taco Speech - 2011, week 6

 
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The egg hunt

 
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Fiends discount - 2011, week 18

 
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Jerry behind the scenes - 2011, week 24

 
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Midsummer - 2011, week 25

 
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Stig's on vacation - 2011, week 30

 
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Christmas record with a famous artist - 2011, week 47

 
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New year's resolution - 2011, week 52

 
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Scientific survey - 2012, week 3

 
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El Condor Ulf - 2012, week 7

 
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Jerry's farewell - 2012, week 8

 
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Hide the egg - 2012, week 13

 
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Become an extra - 2012, week 16

 
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The life of an extra - 2012, week 17

 
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The Cindy Line - 2012, week 19

 
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Bengt's wine recommendations - 2012, week 20

 
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Mother's day - 2012, week 21

 
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Call Jerry - 2012, week 35

 
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Ace of Basic - 2012, week 36


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