Klarna has unveiled Paris Hilton as its new global face with an upcoming campaign featuring the “Y2K icon” that’s been created in collaboration with Hilton’s next-gen media company, 11:11 Media.

It’s a multimedia campaign in which she “coins a new catchphrase, ‘That’s Smoooth’, in response to Klarna’s flexible payments and shopping app features”. 

The films were directed by Ukrainian Grammy Award nominee Tanu Muino, best known for her work with 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”. Klarna also said its “global ‘ambaddiesore’ Bretman Rock, makes a special appearance alongside Paris, adding a whimsical twist to the eye-catching films”.

The aim of the campaign is to move beyond simply showing Klarna’s payment options and to show how it makes shopping in general smoother, including options such as try before you buy, buyer’s protection, and package tracking. 

The campaign — both the stills and the films — launches 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 Hilton’s personal social media handles.