The spot playfully trades on the ‘I own this/IONOS’ line, reaffirming Helga’s - and by extension IONOS’ - position as owning the web-related problems and design issues that can undermine even the very best new businesses and start-ups. The underlying message, a mainstay of the digital messaging and social media campaign, is that small business owners, having been empowered by IONOS to take control of their website, ‘own’ the running of their business, and can gain an advantage over the competition simply by leveraging Aunt Helga’s no-nonsense, globally respected German know-how.