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Maya Rudolph's Quarter Sized Cowboys Make a Big Purchase in Klarna's Super Bowl Spot

Creative 135 Add to collection

Mirimar's humorously show to benefits of shopping with Klarna with Maya's unique style

Maya Rudolph's Quarter Sized Cowboys Make a Big Purchase in Klarna's Super Bowl Spot

Global shopping and payments company Klarna is seeking to break out in the US market in a big way with its largest US campaign to date: a Super Bowl spot headlined by four Maya Rudolphs. 

Created with Los Angeles-based creative agency Mirimar, 'The Four Quarter-Sized Cowboys' campaign features Maya in the roles of four quarter-sized cowboys—each with her own distinct style and personality. Riding into a modern-meets-classic Western town, the quartet of Mayas discover and purchase the perfect pair of cowboy boots. The spot humorously illustrates why getting what you love and paying for it over four small payments with Klarna is the smarter way to shop and, naturally, will air in the fourth quarter of the game.

“From films to her roles on SNL, Maya is exceptionally talented at playing characters, making her the perfect choice to bring the four unique cowboys to life,” said John McKelvey, Mirimar’s chief creative officer.

Klarna continued their partnership with Mirimar for this campaign and tapped renowned director Andreas Nilsson to bring the surreal Western-inspired world to life. Mirimar and Nilsson helped launch Klarna’s US 'Swedish for smooother shopping' campaign in Summer 2020. Independent creative media agency, Noble People handled media, Biscuit Filmworks was the production company and Movement Strategy handled digital and social.

Klarna’s presence in the Super Bowl comes on the heels of a year of strong growth. The app has been used by more than 15 million US users and 90 million globally—with more than 6,000 retail partners in the US. Averaging 60,000 new daily downloads in December 2020 alone, Klarna’s app is one of the fastest-growing shopping apps in the US, providing consumers with the flexibility to shop anywhere online and split their purchases into four interest-free payments (as depicted in the new campaign.)

“As a brand and business, we’ve always stood at the crossroads of culture and commerce,” said Klarna CMO David Sandström. “This event represents one of the biggest cultural and sporting moments of the year, and our involvement is an exciting milestone for Klarna. As our phenomenal growth in the US has shown, consumers are looking for a better way to shop and pay, so we’re excited to showcase how Klarna delivers that in ‘The Four Quarter-Sized Cowboys.’”

Beyond the Big Game, ‘The Four Quarter-Sized Cowboys’ will come to life as an integrated campaign over the coming weeks with extended cuts and behind-the-scenes content, social activations, partnerships and more—with paid media extending the creative into linear TV, OTT and paid social.

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Client: Klarna

CMO: David Sandstrom

VP of Marketing: Daniel Jontén

Head of Marketing, U.S: Megan Gokey

Brand Lead: Joel Sussman

Marketing Manager: Jana Bertram

Social Lead: Mary Manzo

PR Lead: Sarah Ponthieu

Strategy: Olivia Butter

Design Leads: Camilla Birkström & Matthew Wenger

Copywriter: Camille Muson

Production Lead: Leo Holte

Head of Brand Studio US: Liz Beebe


Agency: Mirimar - Los Angeles

Founder & Chief Creative Officer: John McKelvey

Co-founder & Managing Director: Luke McKelvey

Creative Directors: Jon Marshall and Johan Arlig

Design Director: Mariola Bruszewska

Head of Production: Kristine Ling

Executive Producer, Stills: Miranda Kendrick

Group Account Directors: Lily Waters and Alyssa Ramsey

Business Affairs: Nancy Espinal


Production: Biscuit Filmworks

Director: Andreas Nilsson

Partner / Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Head of Production: Sean Moody

Producers: Karen O’Brien / Jay Veal

Production Supervisor: Jen Berry

DP: Alexis Zabe

Production Designer: Alexis Ross

Costume Designer: Christina Blackaller


Editorial: Cabin

Editor: Chan Hatcher

Assistant Editor: Connie Chuang

Managing Partner: Carr Schilling

Head of Production: Liz Lydecker

Executive Producer: Adam Becht

Senior Producer: Michelle Dorsch

Visual Effects: Kevin

Executive Creative Director / Partner: Tim Davies

Head of CG: Mike Dalzell

Sr. Executive Producer / Partner: Sue Troyan

Sr. VFX Producer: Jami Schakel

VFX Producer: Andrew Cowderoy

3D: Carl Harders, Matt Longwell and Bryan Repka

2D: Robert Murdock, Susanne Scharping and Tim Bird

Audio Finishing + Additional Sound Design: Barking Owl

Creative Director: Kelly Bayett

Executive Creative Producer: Ashley Benton

Sound and Music

Sound Design + Mix: Mike Franklin

Music + Sound Design: Walker

Executive Producers: Sara Matarazzo / Stephanie Pigott

Music Producer: Danielle Soury


Telecine: Company 3

Colourist: Sofie Borup

Producer: Alexandra Lubrano

Stills Photography

Photographer: Zach Gold

Producer: Michael ‘Skiny’ Power, Cowboys An Indians

Production Designer: Michael Sturgeon


Media Agency: Noble People

Digital and Social Agency: Movement Strategy


PR Agency: 160/90

Genres: People, Storytelling, Dialogue

Sapka Communications, Fri, 05 Feb 2021 09:55:52 GMT