Snoop Dogg becomes 'Smoooth Dogg' and spreads a lot of peanut butter in campaign for online payment brand Klarna

Rapper becomes company shareholder and stars in latest ad from the Swedish company

Published On
Jan 17, 2019

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Klarna, the Swedish online payments brand whose ad featuring a swimming Afghan hound went viral on Instagram on 2017, certainly knows how to tap into the bizarre--in its latest campaign by Nord DDB, it reveals a new brand ambassador in Snoop Dogg. 

Not only does the new work sees the rapper rechristened as "Smoooth Dogg," surrounded by a bevy of glossy haired Afghan hounds--he's also become a minor shareholder in Klarna.

In a statement, Dogg (aka Calvin Broadus) says: "I've been looking for an opportunity to expand my tech investment portfolio to Europe and seeing the way Klarna operates and how they challenge the status quo, I think it’s a match made in heaven. Being crowned Smoooth Dogg was only the beginning, we got much more in store coming up."

The campaign, “Get Smoooth,” includes a series of films and billboards across Klarna's European markets including Sweden, U.K., Norway, Denmark, Finland and The Netherlands. In the first film, seen here, Dogg's "coronation" in pink silk robes is witnessed by YouTuber Jay Versace as well as his own father, Vernell Varnado, also known as “Papa Snoop.”

Another 20-second film has Dogg spreading golden peanut butter on a steaming hot and extremely long piece of toast in front of his dogs, while a third shows him lying on a gigantic bed with silk sheets with his hounds. Traktor directed the spots, which are all aimed at emphasizing he smoothness of making online payments with Klarna.

Since making headlines with its "Mermaid Dog," Klarna also released an ad featuring a man with a rippling belly We think Snoop Dogg might get a bit more traction.