 Norrlands Guld is also sold outside of Sweden throughout the IKEA retail chain.In 2006, ads started to appear for an upcoming movie called "Snart är det lördag igen" (soon it's Saturday again) which was being directed by comedian Henrik Schyffert.It was to star Pontus Gårdinger as Ingemar and was presented as a dramatic revenge story with a completely different tone than the previous commercials.