Following a challenging year, the world is beginning to re-emerge, and we believe now is the right time to really celebrate the joy of style and fashion,” said David Sandström, CMO of Klarna. “As a brand and service, Klarna wants to evoke feelings. A$AP Rocky’s innovative mindset and his impeccable sense of style and creativity paired with Klarna’s shopping services is the perfect match that will lead us all out of fashion hibernation and encourage everyone to get out and express themselves again.

The film encourages people “to drop your lockdown look”. from the pandemic, people are adjusting to trading in their sweatpants for real pants — and A$AP Rocky is no exception. Klarna’s campaign "Get smooth again" follows Rocky as he emerges from quarantine in New York City. While everyone else is dressed to impress, the rapper looks out of place in his lockdown attire. Rocky decides to switch up his look with a little help from the fintech company. The spot ends with a cameo from U.K. rapper Skepta.

To capture this pent-up excitement around shopping as we came out of the pandemic by teaming up with A$AP Rocky. The musician served as Klarna CEO for a day (June 21) to help people rediscover fashion after more than a year of being mostly homebound. His wardrobe transformation in the film aims to depict the ease at which Klarna’s shopping app lets users browse products and set up payment installments. The clip closes with a reference to Klarna’s ongoing “smooth” tagline that has become integral to its marketing.

A$AP Rocky drops his lockdown look with Klarna to empower the world to find the joy in getting dressed again. It’s time to look in the mirror and feel good about what you see.

Step out from the global fashion hibernation. Drop your lockdown look. Get smoooth again with A$AP Rocky and Klarna, including a nice little cameo from Skepta.

https://www.klarna.com/international/press/aap-rocky-and-klarna-team-up-for-global-campaign/

Nothing attracts attention like a big reveal, and A$AP Rocky kicked off Klarna’s campaign by announcing he was joining as an investor in Klarna, and as part of the deal, stepped in as their CEO for a day. Having not released a full album since 2018, A$AP Rocky added to the spectacle by teasing an as-yet-unreleased track in this film. Stepping out from his CEO spot, A$AP Rocky showed his joy in getting dressed up again, and his sharing the unreleased song brought attention and awareness to Klarna from a whole new set of fans. The campaign film earned over 5 million combined views on YouTube, and hundreds of press articles covered the launch, including features in Forbes, Hypebeast, GQ, Complex, and more.