Summer is over, back to the daily grind. As the cute ICA lady tells shoppers about the specials this week, she keeps getting calls from her exotic summer flings. Ulf can't do any worse, he gets a call too... Lets see how long it takes the dumb Swedish blond to realize that it's bad news.

And thus yet another ad establishes what Sweden's true biggest export is: sex.

Ad agency: King

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about the author

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.