HEJA ROLAND! is Widerberg’s only film largely designed as a comedy or a humorous (and shockingly topical) satire at the very least. Based on his own novel, it tells the story of a young advertising copywriter named Roland, who simply lives from one day to the next. One day, he is commissioned to carry out a market survey and discovers in so doing how powerful concerns seek to bring his generation to mindless consumerism. Widerberg’s last black and white film was also his farewell a Nouvelle Vague aesthetic and brought the first phase of his film career to a close.