Klarna’s new campaign stars a familiar face that has been appearing more frequently on the ad industry circuit of late. The Swedish buy now, pay later brand features Paris Hilton in its newest push, which will begin airing globally on Feb. 27.

Hilton’s media agency 11:11 Media also worked with Klarna to promote the campaign, which includes her new catchphrase, “That’s smooth.” This is the first time Klarna is working with Hilton and her company.

“Klarna is a global brand, and Paris Hilton is one of the most recognizable faces in the world, known for her shopping and style prowess,” said David Sandström, Klarna’s chief marketing officer, who called the partnership a “perfect fit.”

The campaign is also a nod to Y2K fashion, which Sandström said has seen a resurgence in popularity. In one spot, Hilton appears to be wearing a velour tracksuit as she comments on an extra-long dachshund walking by. The dog’s extreme length symbolizes the way Klarna is able to stretch out payments for products over time, a key component in the brand’s proposition to customers.

A recent Klarna trend report found that 64% of consumers think of the 2000s as a more fashionably cool time than today.

“Our consumers grew up with [Paris Hilton] as the Y2K fashion icon, so they trust her expertise,” Sandström said.

The push will include a series of TV spots starring Hilton as well as Bretman Rock, an influencer who has also served as a Klarna brand ambassador, as well as activations, events and collaborations. The marketing, which was created by Klarna’s in-house studio, will run through March on digital channels and out-of-home as well as broadcast TV. 11:11 Media will handle digital promotion duties, which include airing the campaign on Hilton’s personal social media accounts.

After early blockbuster growth, Klarna and its buy now, pay later competitors are now finding that higher interest rates threaten their popularity with cash-strapped consumers.

Sandström did not comment on how economic anxiety among shoppers is affecting Klarna’s messaging. “Especially now, consumers deserve better value, sustainable credit options helping them take control of their finances,” he said.

Klarna's revenue rose 22% to $1.4 billion in the first nine months of 2022. It is not currently profitable and has laid off scores of employees.

Hilton recently appeared in a new campaign for Hilton, the hotel chain founded by her great-grandfather Conrad Hilton. She has also been using her fame to push further into virtual marketing, calling herself the “Queen of the Metaverse” in an interview with Ad Age at the Cannes Lions Festival of Creativity last summer.