ICA parodies "videobloggers" in their new TV ad in Sweden.

I once told you that I sat next to actor Paul Tilly on the train trying to not be too distracted by his piercing blue eyes, next time I see him I swear I'll let out a Beatles-girl style scream for this spot on mimicking of the new generation video-fashion bloggers in Sweden. It's hilarious. Well done!

(translation of what he says available under the above link)

To get an idea of what he is doing a parody of, see the films that adgrunt Deeped had most of Sweden's ad-world laughing at back in August. Despite them only speaking Swedish (or some form of Swedish reserved for this generation of girls), you'll probably see the similarities.

For example, here's Amanda from "Amandavardet" with her own special sound of "mM!" interjected constantly.

And here Belle of Sweden points out that she's not a stupid blond bimbo, and her laugh actually sounds like that. Thanks for sharing.

Comments on various blogs in Sweden show that people - even those parodied - find this really funny. For once though, it's an ICA-ad that my mother doesn't get (she's a huge fan otherwise). However, with a campaign created to crank out new ads approx 50 times a year, it doesn't really matter if everyone doesn't get the joke. Well done King reklambyrå and ICA.