The new spot sees the diminutive yet inimitable heroine return in a futuristic new setting to dispense some tough love and tech savviness to small business owners. Beamed in through a cosmic portal, Aunt Helga deploys her signature mix of Germanic uber efficiency and fast fingers – plus her trademark catchphrases of “Nice, nice, nice” and “I own this, darlings” - to upgrade the old school website of a fashionable e-scooter boutique at lightning speed. In addition to her Karl Lagerfeld-inspired uniform of head-to-toe black trenchcoat, elbow-length gloves and statement glasses, Aunt Helga totes a couple of new additions reflecting the brand’s fresh focus on technological capabilities: a glowing, Back to the Future-esque hoverboard and an outsized helmet to accommodate her signature blonde beehive.
Philosophy
Aunt Helga, the UK’s favourite Teutonic tech wizard, is returning in a new brand positioning campaign for web hosting and cloud provider IONOS. The marketing drive aims to broaden IONOS’ reach and cement its position as the #1 digital partner to solve web-related problems for small to midsize businesses and creative studios, by supercharging design and online retail capabilities.