ICA spoofs the previous advertising style through the eras. First they sell coffee in the 20s that'll "even give a Swede energy/rythm", then they show Swedish soldiers during the war happily eating out of their 10 kronor lunchbox. In the 50s a housewife's job is made easier if she has ICA minced meat on hand. In the 1970s, with the typical slightly ill colours and slow VO inform us "it's called OLIVE oil. It is tasty on salad", as she introduces the exotic fare to Sweden. It's not because the actor has downs syndrome that she speaks so slowly, everyone did that in the 70s, I'm pretty sure we had quaaludes spiked tap water in Sweden.

Yes, Sweden was pretty much like that through these ages. The 70s bit had me howling with laughter. Please, someone give the ADs and production crew medals for this execution as I'm sure they were all having flashbacks to traumatic childhoods. The 80s one is referencing a famous butter spread campaign: "for when you don't want to become a fat person".

Ad agency: KING

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.