Music Forces Man's Belly to Dance in Quirky Campaign for Klarna

Klarna’s mission is to make e-payments as simple, safe, and above all, as ‘smoooth’ as possible.

In 2016, Klarna joined forces with advertising agency NORD DDB to initiate what later became a viral success.

Through a series of videos the two have managed to transform the identity of Klarna from a traditional, yet innovative, fintech company to a quirky lifestyle brand with services as ‘smoooth’ as a fish slipping down a slippery slide. Now, Klarna is back with another video, “Smoooth Bass”, featuring a man whose belly wobbles to sound waves.

David Sandström, CMO, Klarna. commented, "Since inception, our vision has been to make online payments easier, safer and more fun. Talking about a smoooth solution is not always very interesting, but through playful communication we believe we can illustrate what it means and thereby change attitudes and create a bigger interest for our products".

Behind the ‘Smoooth concept’ is advertising agency NORD DDB, who has worked intensely in trying to differentiate Klarna from the rest of the financial industry by creating a playful identity. Previous videos have been immensely popular around the world and been shared by comedy sites such as Unilad, 9gag and Mashable. Surely no one missed last years dreamy afghan hound-like creature swimming in slow motion underwater.

Martin Lundgren, creative, NORD DDB said, "I guess you could say that we’re still exploring the feeling of ‘Smoooth’ by trying to push the concept through the viewers screen and into their body and soul. This time we’re exploring the connection between skin and sound".

The new video was published on YouTube on Friday, April 13, and now has more than 1.3 million views.