Klarna taps Paris Hilton for Y2K global campaign

Klarna has unveiled its new global marketing campaign starring Paris Hilton, focusing on its flexible payment options and latest shopping features.

Directed by Tanu Muino, the videos are set in a "dream-like Klarna world featuring elements of sophistication, playfulness, and a nod to Y2K fashion".

Created in collaboration with the TV personality's media company 11:11 Media, the campaign sees Hilton and influencer Bretman Rock star in a series of adverts responding to Klarna’s flexible payments and app features with the catchphrase "That’s Smoooth".

The campaign will also include a series of events, social media content and collaborations that explore "how Klarna's features have contributed to the evolution of shopping since the Y2K period".

Launching on 27 February 2023, the campaign will run throughout March across social media, digital, broadcast and out-of-home platforms. As part of the partnership, 11:11 Media will also promote the campaign across digital channels including Hilton’s personal social media handles.

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