What the Helga’s going on?

What are the qualities one usually looks for in an aunt? The uncanny ability to rotate one’s head while building a website? Jet-propelled heels and unfeasibly tall hair?

Not really your classic, aunty-ish traits, but nonetheless Helga is a relative we might want to see more of after witnessing her kooky intervention at a small, family-owned wool shop. This nicely odd campaign is a collaboration between branding agency NOMAD, creative production studio Armoury London and ad agency 2050 London, with three films directed by Marc Sidelsky.

The lead film, I Own This, sees Helga arriving through a space-time portal, breezing into the shop – “nice shop, nice baby, nice, nice, nice,” – pimping up the owners’ lacklustre digital footprint, and whizzing off back through her nifty wormhole crying, “happy jumpers!”

A model of Teutonic efficiency (the brand has German origins so any casual cultural stereotyping is forgiven), Helga has a mission to revolutionise web services for small businesses.

The campaign went from pitch to on-air in only four months and features two additional, equally dotty, 15-second films, Hosting and Domain, in which Helga helps out a fitness trainer and a plumber. The TVCs are underpinned with a digital and social media activations.