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By John Glenday | Reporter

October 7, 2022 | 2 min read

Web host service Ionos has reprised its hair-raising Aunt Helga brand character to help broaden its reach among early adopters and technophobes alike.

The ‘Teutonic tech wizard’ takes the driving seat of the marketing campaign in her trademark black trenchcoat in this TV campaign, which has been overseen by branding agency Nomad and ad agency 2050 London.

In the ad, Aunt Helga holds court where she imparts tough love and technology-related pearls of wisdom to small business owners, peppered with catchphrases such as “Nice, nice, nice” and “I own this, darlings.” Helga helps to update the old-fashioned website of an e-scooter business in no time. Job done, she then rides a Back to the Future-inspired hoverboard through a futuristic portal.

Terry Stephens, partner and executive creative director at Nomad, said: “Aunt Helga is exactly the type of character that real people remember and respond to. Her Teutonic efficiency, sharp fashion sense and no-nonsense approach have stuck in the hearts and minds of the British public – so much so that it begged the question: ‘What’s next for Helga?’ The answer, naturally, was to help her on to her next mission – assisting another generation of business owners and creative studios to up their web game.”

Adam Chiappe, creative director and founder at 2050 London, added: “It was great to have the opportunity to bring Aunt Helga back for year two – and making sure she retained her bonkers persona was paramount.”

Building on the template laid down by Armoury London, the campaign and Aunt Helga turn elderly grandmother tropes on their head by presenting an older woman with a fun attitude to life.

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