Global bank, payments, and shopping service Klarna has announced its upcoming global campaign featuring Y2K icon Paris Hilton, in collaboration with Hilton’s next-gen media company, 11:11 Media. In Klarna’s multimedia campaign, the queen of Y2K coins a new catchphrase, ‘That’s Smoooth,’ in response to Klarna’s flexible payments and shopping app features. Directed by Ukrainian 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. 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.

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. The films and stills launch globally on 27 February 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.