The above image is ICA's direct mail advertising their Lucia costumes for Lucia Day. I need to explain what Lucia Day is to us people in Sweden. It's our favorite prank to play on unsuspecting Nobel Prize winners, when we invade their hotel room as a procession of singing star boys, girls and gingerbread men, led by a girl who is Lucia. We do this before the crack of dawn, with candles in our hair and dressed in white nightgowns. Singing. Did I mention the singing? Hungover prize recipients truly love this wakeup call, and often respond with their cultural way of showing appreciation which is to throw pillows at the Lucia and yell "get out of my room!" In the ICA ad we see a stjärngosse (a star boy) who is casted as a girl. There are a few baby ginger breads, and a santa helper.. and then there's the Lucia with
