Comedian Maya Rudolph starred in the Super Bowl debut of Klarna, the buy-now-pay-later service. The spot shows four mini Rudolphs dressed as cowgirls, riding mini horses and singing a cover of Nancy Sinatra’s “These Boots are Made for Walkin’.” As the Rugolphs gaze at a pair of bright pink, gold-toed cowboy boots, they make a plan to buy them in four separate installments. 

As the four ride away, a message appears: “Pay in 4 small payments.” 

The rise of buy-now-pay-later services for online shopping has been swift. It’s an alternative to credit cards, and allows people to break purchases up into more manageable payments without incurring as much interest. Klarna joined a large number of Super Bowl first-timers in 2021.

Brand: Klarna

Agency: Miramar

Quarter Aired: Q4

Super Bowl: LV

Year: 2021