The long form ad sees Helbig extolling the virtues of St. Ives’ new “Fresh Hydration Lotion Spray” — which was just released on February 25th — with her brand of manic humor. St. Ives’ new spot plays off the inherent ridiculousness of lotion ads, amping things up to 11 and letting Gerbig riff of that and generally run around like a lunatic. After using the spray, Helbig is whisked away to the magic “land of St. Ives,” a sort of tropical paradise. She tracks down a waterfall made out of lotion, at which time the apparent psychedelic effects of the spray wear off and she’s transported back to her house.
Whether or not you like the new St. Ives spot, which Helbig describes as “wonderfully stupid,” will depend in large part on how you feel about Helbig’s brand of humor. Her fans, who must make up a sizable portion of the video’s 100,000-plus views, will undoubtedly find the spot endearing (and just may purchase the product on her recommendation), while those who find Helbig’s personality grating won’t find anything to enjoy here. As the YouTube views indicate, the spot is certainly getting some eyes on it. Helbig has also garnered attention for the new product by mentioning it on her YouTube series, and even posting a behind-the-scenes video on her channel that has garnered more views than the ad itself. Stick around for that behind-the-scenes video, along with credits, after the jump.
St. Ives “Join (It’s) Grace Helbig in the World of St. Ives” 1:47
Agency: Arnold Worldwide, New York
Chief Creative Officer: Aaron Griffiths
Art Director: Christina Ta
Copywriter: Zachary Goren Slovin
VP Marketing Director: Simona Margarito
Associate Marketing Producer: Marie-Laure Davy
Sr Digital Strategist: Emily Bennett
Language Specialist: Sergio Flores
Production Company: B-Reel
Production Company Executive Producer: Susan Anderson
Production Company Line Producer: Beth Pearson
Producer: Emily Fife
Director: Patrik Bergh
Editorial Company: ZOIC Studios
Executive Producer: Ian Unterreiner
Post Production Producer: Erin Hicke
Editor: Dmitri Gueer
VFX Director: Ryan McDougal
Flame Artist: Renée Tymn
Music: Stock (Big Sync Music)
VFX: ZOIC Studios
Sound Mixing: Heard City and Eleven Sound
Music Company: Big Sync Music
Music Composer: Phil Lawlor
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