KING advertising agency and ICA supermarkets (Sweden) have had a longlasting relationship where new commercials in the soap opera story are produced each month, that both manage to hightlight the specials of the week and entertain the audience. People follow the ICA story the way you'd follow any soap opera. Most recently, ICA decided to promote tolerance by shaking up peoples mindset about people with Down syndrome. The background for these films is the project "we can do more" which has a goal to employ 1000 disabled people in the ICA stores around the country.

They hired actor Mats Melin, who has Down syndrome, to play "Jerry the trainee" in a series of ads. Mats works as an actor at Glada Hudik theatre, and quickly became a national phenomena in Sweden. In each one of the ads Jerry has the upper hand over the other characters.

We will feature all three in the next few days but for now, lets begin with the introduction to Jerry.