Global shopping and payment service Klarna will be making its Super Bowl debut with a spot featuring comedian Maya Rudolph.
Thanks to the wonders of CGI, “The Four Quarter-Sized Cowboys” from Mirimar stars four, yes four, singing Maya Rudolphs in a 30-second spot.
Riding into a modern-meets-classic Western town in perfect harmony, the quartet of Mayas discover and purchase the perfect pair of cowboy boots using Klarna’s “Pay in 4” offering. The spot aims to illustrate why getting what you love and paying for it over four small payments with Klarna is the smarter way to shop.
Naturally, it will air in the fourth quarter of the game.
The European fintech’s presence in the Super Bowl comes on the heels of a year of growth and reflects the brand’s ongoing commitment to the U.S. market, says David Sandstrom, Klarna CMO.
Over 200,000 merchants, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress, have enabled Klarna’s shopping experience online and in-store.
Klarna continued its partnership with Los-Angeles based Mirimar and tapped director Andreas Nilsson to bring the surreal Western-inspired world to life. Mirimar and Nilsson helped launch Klarna’s “Swedish for smoother shopping” U.S. campaign in summer 2020. Klarna also worked with independent media agency Noble People, digital and social agency Movement Strategy.
After the Super Bowl, the spot will run as part of an integrated campaign which includes extended cuts and behind-the-scenes content, social activations and partnerships with paid media extending the creative into linear TV, OTT and paid social.