The commercials are in the old fashion car salesman genre. They are noisy, silly and has many discount offers.
Interestingly, Siba is the primarily target of the criticism from the creative community. The agency, Valentin&Byhr, has survived unscathed.
The campaign is called I Fabians värld (The World of Fabian) and the guy in the commercials is Fabian Bengtsson, CEO of Siba and grand son of the store chain founder.