The actress playing Aunt Helga in the IONOS UK advertising campaign is Katharina Hoffmann, a German actress listed on the Berlin Brandenburg Film Commission's actor database. The original WordPress post circulating online incorrectly names Helen Mirren and Annette Frier, neither of whom has any connection to the campaign. Hoffmann brings the character to life in a 40-second TV commercial directed by Marc Sidelsky through Armoury London.
Aunt Helga is hard to miss. She arrives with a silver skyscraper hairstyle, jet-propelled heels, furiously fast fingers, and a no-nonsense attitude that makes her feel less like a fictional mascot and more like a force of nature. Her catchphrase, "Relax darlings," is delivered with the kind of authority that suggests she has already solved your website problem before you finished explaining it.
IONOS launched the 'I own this' campaign in 2021, its first-ever UK advertising push. The name is a deliberate play on the IONOS brand, designed to keep the company front of mind for small businesses needing website support. A second campaign followed, with Helga returning under the "Relax darlings" banner to broaden IONOS's reach amongst small to midsize businesses and creative studios.
Three agencies worked together to build her. Branding agency NOMAD shaped the overall identity, advertising agency 2050 London handled the creative direction, and Armoury London served as the creative production studio. Marc Sidelsky directed the 40-second TV commercial through Armoury London.
IONOS is a web hosting and cloud provider founded in Germany. In the UK it positions itself as the primary digital partner for small to midsize businesses needing help with web hosting, cloud services, web design, and online retail. The Aunt Helga campaign targets that audience directly, with Helga acting as the no-fuss expert who cuts through the confusion.
IONOS has drawn comparisons between Helga and some of the UK's most recognisable advertising icons: the Compare the Market Meerkats, the Andrex Puppies, and the PG Tips Chimpanzees. Whether she reaches that tier of cultural recognition remains to be seen, but the character has a clear and consistent identity, which is more than most brand mascots manage.
## Quotations > Relax darlings > — Aunt Helga character, IONOS campaign (IONOS Newsroom UK) (https://www.ionos.co.uk/newsroom/news/relax-darlings-ionos-and-aunt-helga-return-to-help-uk-businesses-up-their-web-and-digital-game/) ## Frequently asked questions ### who is the actress playing Aunt Helga in IONOS advert UK Katharina Hoffmann, a German actress listed on the Berlin Brandenburg Film Commission's actor database, plays Aunt Helga in the IONOS UK advertising campaign. She appears in a 40-second TV commercial directed by Marc Sidelsky through Armoury London. ### when did IONOS Aunt Helga campaign start IONOS launched the 'I own this' campaign featuring Aunt Helga in 2021, marking the company's first-ever UK advertising campaign. A second campaign followed with Aunt Helga returning under the 'Relax darlings' banner to reach small to midsize businesses and creative studios. ### what is Aunt Helga's catchphrase Aunt Helga's catchphrase is 'Relax darlings,' delivered with authority as she solves website problems. The phrase has become synonymous with the character's no-nonsense attitude and confidence. ### how long is the Aunt Helga IONOS commercial The Aunt Helga TV commercial for IONOS is 40 seconds long and was directed by Marc Sidelsky through production studio Armoury London. ### who created Aunt Helga character IONOS Three agencies collaborated to create Aunt Helga: branding agency NOMAD, creative production studio Armoury London, and advertising agency 2050 London. The character features a distinctive silver skyscraper hairstyle, jet-propelled heels, and a no-nonsense attitude. ## Sources 1. [Tiny But Mighty Aunt Helga Fronts Hosting and Cloud Company IONOS's First UK Campaign | LBBOnline](https://lbbonline.com/news/tiny-but-mighty-aunt-helga-fronts-hosting-and-cloud-company-ionoss-first-uk-campaign) (lbbonline.com) 2. [“RELAX DARLINGS” - IONOS and Aunt Helga return to help UK businesses up their web and digital game - IONOS Newsroom (UK)](https://www.ionos.co.uk/newsroom/news/relax-darlings-ionos-and-aunt-helga-return-to-help-uk-businesses-up-their-web-and-digital-game/) (www.ionos.co.uk) 3. [Video of Katharina Hoffmann - Berlin Brandenburg Film Commission](https://actors.bbfc-cloud.de/en/actors/katharina-hoffmann/video/65356) (actors.bbfc-cloud.de) 4. [Meet Aunt Helga, a Mary Poppins Brand Character for the Matrix Generation | Muse by Clios](https://musebyclios.com/advertising/meet-aunt-helga-a-mary-poppins-brand-character-for-the-matrix-generation/) (musebyclios.com)