Klarna is following its Super Bowl spot with a new creative campaign fronted by A$AP Rocky. The Swedish payments brand, which is quickly building awareness in the U.S. market with high-profile campaigns and retail partnerships, is debuting a global push “Get smoooth again” this week.
Klarna is one of a host of newcomers hoping to train consumers to embrace the “buy now, pay later” method of shopping, which offers the option of spacing payments for goods out over time rather than paying everything upfront.
The new work includes a 45-second spot that shows A$AP Rocky coming out of pandemic hibernation wearing a bathrobe as he sources new snacks. The Harlem-based rapper eventually upgrades his lockdown look to something much more sartorially savvy. The commercial also features a cameo from Skepta, a British artist.
The impetus for the new clothing-focused campaign came from a recent survey Klarna conducted that found that 60% of global consumers are waiting for the end of COVID-19 to update their wardrobe.
Indeed, loungewear, comfort-infused items such as Crocs clogs, sweatpants and leggings have all seen sales soar last year as the lockdown clothing items of choice. Retail experts now expect fashion to be a top category as consumers look ahead to summer. A recent report from Criteo found that online sales for fashion and luxury goods were up 23% in the U.S. in April compared to the year-earlier period; the category includes a rise in summer clothing and formalwear.