Here’s Another Branded Web Series from the Guy Behind ‘Easy to Assemble’

/ Feb 19, 2014


The marketing executive behind “Easy to Assemble,” a Webby-winning web series sponsored by and featuring IKEA, is back with another branded web-series project.

“Long Way Home” is the brainchild of Gregory Hadden and Magnus Gustafsson, the director of digital strategies at City Gross. You might remember Gustafsson from his time as IKEA’s marketing chief when he optioned multiple seasons of “Easy to Assemble,” which has grabbed more than 30 million views online to date. “Easy to Assemble” was notable for having a who’s who of Hollywood acting talent appear across its four seasons.

“Long Way Home,” a music-comedy show, tells the story of an American country star who leaves her high-profile life (which includes a philandering Swedish husband) to start a new life in a small town in Sweden. She takes a job at a local City Gross. Naturally her past has other plans, and as people in her previous life show up, she’s drawn back into the world of music.

The show stars country singer Elizabeth Cook, Tony Award winner Rhondi Reed (“Mike and Molly”), Phil Kaufman, an American music producer and tour manager who’s worked with the likes of The Rolling Stones and Frank Zappa, and the popular Swedish musician Dregen. Jason Alexander of “Seinfeld” fame also shows up in a guest role.

As you can guess, music is a major element of the show. The soundtrack consists of 20 original and cover songs. It will be available on Spotify, iTunes,, Google Play, and Amazon, among other outlets.

“Long Way Home” is executive produced by Gustafsson and Hadden. It was written by comedian Mans Nilsson, Ola Noren, and Hadden, with Nilsson also directing the show.

Spanning 17 total episodes, the series is now available on Aftonbladet TV, but it appears there are plans to distribute the show on YouTube as well.

City Gross is the fourth largest supermarket chain in Sweden.

Here’s the trailer:

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