Three gay men are in a grocery store and see their favorite employee (Roger) and, in unison, say with a lilt in their voices, "Heyyyyyyyyy!" (It is actually 'Hej', a typical Swedish greeting. Each employee has fans in this campaign.)

One of the men, wearing an earring and lots of rings with a pink shirt under his coat, asks, "Oooh, what's in this bag?" Roger replies, "That's Billy's Pizza. As in pizza from Billy's."

Peppering Roger with questions, another of the group (played by Jean Paul from the Army of Lovers pop band) asks, " What about these cute little jars?" Roger says, "That's just regular creme fraiche."

The third of their group, in a snappy shirt with sunglasses on his head, says admiringly, "You really know everything..." Roger, unfazed by his admirers, says, "Well, yeah, I've worked here a while, you know."

Continuing the questions, the second fan asks, "How about that, what is that?" Roger explains, "That's light yogurt." The man asks ironically, "Really? Why is it called that? Does it weigh less than regular yogurt?"

Roger, now stumped, walks off to ask.

Smiling with a head tilt, the man says, "He's really gorgeous." His friend adds, "Yeah, but a little stupid." He agrees, "You're not kidding."

This ad is part of a campaign that has won several Gold awards in Sweden advertising.