Arnold Taps Grace Helbig for New St. Ives Campaign

By Erik Oster 

Arnold Worldwide tapped actress/comedian Grace Helbig, who recently starred in the film Camp Takota, for a 1:47 ad.

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

Creative Directors: Meg Williams and Nate Guillard

Art Director: Christina Ta

Copywriter: Zachary Goren Slovin

Producers: David Fisher, Jill Rothman and Joanne Silberg


Marketing team:

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

ECD: Chris Jones
Pipeline Supervisor: Mike Romey


Sound Mixing: Heard City and Eleven Sound

Music Company: Big Sync Music

Music Composer: Phil Lawlor