Klarna, the bank, payments and shopping service, is launching a global multimedia campaign starring Paris Hilton, in collaboration with Hilton’s 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 Smooth.”
The films and stills launch globally Feb. 27 and will run through 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 Hilton’s personal social media handles.
Hilton’s media company, 11:11 Media describes itself as “a global, next-gen entertainment company at the center of pop culture – connecting content, community and commerce.” It was founded by Hilton and entertainment industry veteran Bruce Gersh in 2021.
The campaign also features Bretman Rock, a beauty influencer and social media personality, who has appeared in other Klarna marketing efforts.
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 films are set in a dream-like Klarna world featuring elements of sophistication, playfulness, and a nod to the fashion of the 1990s and early 2000s, also known as Y2K.
Hilton is a trailblazer across fashion, tech, and business, says David Sandström, Klarna CMO.
“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,” Sandström says in a release.
The campaign focuses on Klarna’s flexible payment options, but also highlights Klarna’s shopping experience features, 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.