DDB Stockholm Gets ‘Smoooth’ (And Weird) for Klarna

By Erik Oster 

DDB Stockholm takes quite an unusual approach in its new campaign for Swedish e-commerce payment brand Klarna.

“Smoooth (The fish)” shows a particularly slippery fish going down a yellow slide and continuing to glide across the floor. Another spot shows a knife cutting a particularly smooth and seemingly endless block of cheese, while a third shows some silky hair gliding through the water, with a bit of a twist. Each ad is set to hypnotic electronic music by DeadMono and ends with voiceover saying “That was…smooth” and the word “Smoooth” appearing onscreen (so smooth as to be deserving of an extra vowel). The spots debuted yesterday in Sweden, supported by social and OOH elements. 

“The creative approach was to keep them minimal, to keep them graphic, to keep them intriguing, and to keep them smooth,” the Perlorian Brothers, who directed the ads, told Adweek. “We wanted them to feel a little strange and arty. So we searched all over the world for the best locations, the best props, the slipperiest fish, the smoothest cheese, the silkiest fur-covered sea creature.”


Client: Klarna
Agency: DDB Stockholm
Production Company: MJZ
Directors: The Perlorian Brothers
Postproduction: Glassworks Post, London
Music: DeadMono