72andSunny launches ‘reality check’ online series for payments firm Klarna

Online payments firm Klarna – ‘buy now, pay later’ – has succumbed to the invasion of Instagramers with a new campaign from 72andSunny Amsterdam featuring one Celeste Barber.

It’s a series, here’s one.

This is funnier.

Klarna CMO David Sandstrom says: “Klarna prides itself on being both innovative and smoooth, and our campaign with Celeste Barber couldn’t be a more perfect collaboration to present payment empowerment and the convenience of our Pay Later products to consumers. Celeste brilliantly captures the message of Pay Later and playfully demonstrates how shopping with Klarna can empower any buyer to shop confidently. It’s fun, quirky but most of all it makes us smile, and we’re excited to see how this resonates amongst consumers”.

Creative team Sarah Hardcastle and Renée Lam at 72andSunny Amsterdam say: “Pay Later with Klarna is a huge relief for any shopper who has ever felt the sting of an online purchase not quite meeting their expectations. As the queen of reality checks on Instagram, Celeste makes the perfect partner to deliver our message in her hilarious candid style. ”

It’s an interesting product offer. Is it hilarious? Unusually for a campaign already up on YouTube opinion seems divided – two to one in favour – but that’s not necessarily a bad thing. At least it’s provoking a reaction.

And 72andSunny is always willing to try something different.

MAA creative scale: 7.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. Avatar

    Nice concept! Like the way they gave the idea a good taste of fun and oddness.