Will Ferrell has taken his stewardship of the Old Milwaukee brand—one that is entirely self-appointed—to Sweden. It’s a strategic move, perfectly aligned with the hyper-regional campaign that aired during the last Super Bowl: Filmed in Davenport, Iowa, his ads aired only in North Platte, Nebraska.

In the latest TV spot, we find Ferrell taking in Stockholm by bike and by boat. This time around he ditches the clean-shaven look from the Super Bowl ads for a full head of curls and a thick, Ron Burgundy-esque ‘stache. While he alternates between English and Swedish, his mastery of deadpan is consistent throughout.

As to why he chose Sweden, one possible reason is his ties to the country by marriage.

Anyways, here’s the ad:

[youtube http://www.youtube.com/watch?v=QCyErIoN9OI&w=460&h=259]

And here’s another, set to a dubstep beat:

[youtube http://www.youtube.com/watch?v=BM3n2SKO1Lo&w=460&h=259]

[via Buzzfeed]