Y2K icon Paris Hilton has starred in Klarna’s most recent global multimedia campaign, promoting the bank’s flexible payments and shopping app features.
Developed in collaboration with Hilton’s next-gen media company 11:11 Media, the campaign sees the star coin her newest catchphrase ‘That’s Smooth’ in a bid to prove that ‘even the most experienced shoppers are impressed by Klarna’s elevated shopping
products’.
Directed by Ukrainian Grammy Award nominee Tanu Muino, best known for her work with musicians Harry Styles, Cardi B, Lil Nas X and Lizzo, the campaign films are set in a dream-like Klarna world featuring elements of ‘sophistication and playfulness’, nodding to Y2K fashion.
As part of the bank’s promotion, Klarna’s global ‘ambaddiesore’ Bretman Rock also makes a special appearance alongside Paris Hilton.
The films and stills will launch internationally on 27 February and will roll out until to March across social media, digital, broadcast, and out-of-home (OOH) platforms.
https://www.youtube.com/watch?v=y0kQYZTMCOw
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“Paris Hilton is a trailblazer across fashion, tech, and business – areas very familiar to Klarna,” Klarna chief marketing officer David Sandström said. “Her ability to stay ahead of trends, her shopping prowess and the fact that our customer has grown up with her, made Paris the perfect person to partner with for this campaign.”
The accompanying campaign stills were also photographed by Adrienne Raquel, an image maker and art director whose inspiration reportedly stems from femininity, soulfulness, and colour.
Campaign films director Tanu Muino added: “It’s so refreshing to put fashion in a comedic spotlight, two things you wouldn’t think go together, but that’s what fashion is about – breaking the rules,” said . “Ultimately, we built a world unique to Klarna, a visual experience that doesn’t exist anywhere created by combining modernism with a sprinkle of retro timelessness.”
Klarna ambaddiesore Bretman Rock added: “As a resident baddie, there was no way I could pass up the opportunity to star alongside Paris Hilton herself, and the fact that it was for a Klarna campaign, a brand that I have partnered with for over two years… well that was just the cherry on top.”
https://www.youtube.com/watch?v=6lerIMciASc
