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Klarna announces global campaign starring Paris Hilton, in collaboration with Hilton's 11:11 Media

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Published
03/07/2023 by

Klarna, the leading global bank, payments and shopping service, today announced the launch of its global multimedia campaign starring Y2K icon Paris Hilton, in collaboration with Hilton's next-gen media company, 11:11 Media. The campaign features Paris in a series of films responding to Klarna's flexible payments and shopping app features with her newest catchphrase, 'That's Smoooth,' proving that even the most experienced shoppers are impressed by Klarna's elevated shopping products.

"Paris Hilton is a trailblazer across fashion, tech, and business - areas very familiar to Klarna,"  said David Sandström, Chief Marketing Officer of Klarna. "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."

Directed by Ukranian Grammy Award nominee Tanu Muino, best known for her work with musical artists Harry Styles, Cardi B, Lil Nas X and Lizzo, the 'That's Smoooth' films are set in a dream-like Klarna world featuring elements of sophistication, playfulness, and a nod to Y2K fashion.  The accompanying campaign stills were photographed by Adrienne Raquel, an image maker and art director whose inspiration stems from femininity, soulfulness, and colour.

"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 Tanu Muino. "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."

As a part of the campaign, Klarna's global 'ambaddiesore' Bretman Rock, makes a special appearance alongside Paris, adding a whimsical twist to the eye-catching films. "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," said Bretman Rock.

While the campaign focuses on Klarna's flexible payment options, it also draws attention to  Klarna's other innovative features that make the shopping experience smooother including try before you buy, buyer's protection, and package tracking. Complementing the films and stills will be a series of events, social content and collaborations that explore how these Klarna features have contributed to the evolution of shopping since the Y2K period, in partnership with the queen of Y2K, Paris Hilton.

The films and stills launch globally on February 27 and will run through to March across social media, digital, broadcast, and OOH platforms. As part of the partnership, 11:11 Media will also promote the campaign across digital channels including Paris' personal social media handles.

This campaign coincides with Klarna's one-year of growth in the Canadian market, with over 700 retail partners and 2 million Canadians using Klarna's services.

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