Aussie owned US agency Mirimar to debut first Super Bowl spot for Klarna feat. Maya Rudolph

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Aussie owned US agency Mirimar to debut first Super Bowl spot for Klarna feat. Maya Rudolph

The comedic and harmony-filled adventures of four unlikely cowboys will take center stage on Sunday as pioneering global shopping and payment service Klarna brings its status quo-bucking approach to the biggest event in sports and advertising, with its first-ever Big Game campaign developed by LA-based creative agency Mirimar, founded by Aussie expats John and Luke McKelvey.


“The Four Quarter-Sized Cowboys” campaign features the Big Game debut of actress and comedian Maya Rudolph…and Maya Rudolph, Maya Rudolph, and of course, Maya Rudolph…in the roles of four quarter-sized, singing cowboys, each with their own distinct style and personality. Riding into a modern-meets-classic Western town in perfect harmony, 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.

The characters played by Rudolph personify Klarna’s “Pay in 4” offering, which enables customers to shop anywhere online and pay in four, interest-free payments. The commercial reimagines a Western town in the brand’s unexpected, stylized aesthetic to showcase how Klarna is flipping the traditional world of shopping and payments on its head and delivering a smooother end-to-end shopping experience for modern consumers.

Says David Sandstrom, chief marketing officer, Klarna: “As a brand and business we’ve always stood at the crossroads of culture and commerce. 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’.

“We’ve always sought to challenge the status quo, and our Big Game debut is no exception. We knew this creative required someone extraordinary and we were thrilled to tap Maya’s humor, musicality, and style not just once, but four times over, to bring our definition-defying cowboys to life.”

Says Maya Rudolph: “It was an honor to work alongside three of the tiniest, most gifted, most incredible co-stars. Honestly, this might have been the best cast I’ve ever been a part of and I think the results speak for themselves. Thank you Klarna for the partnership on my first Big Game commercial.”

Klarna’s presence in the February 7th game comes on the heels of a year of remarkable growth and reflects the brand’s ongoing commitment to the US market. The company provides inspiration, perks, and convenience to 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, access exclusive deals and drops, the ability to create and share wish lists, and more.

Klarna continued its partnership with Mirimar to create “The Four Quarter-Sized Cowboys” campaign and tapped renowned director Andreas Nilsson to bring the Western-inspired world to life. Mirimar and Nilsson helped launch Klarna’s US “Swedish for smooother shopping” campaign in summer 2020.


Brand: Klarna Agency: Mirimar
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 Director: Jon Marshall
Creative Director: Johan Arlig
Design Director: Mariola Bruszewska
Head of Production: Kristine Ling
Executive Producer, Stills: Miranda Kendrick
Group Account Director: Lily Waters
Group Account Director: 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
Tim Davies – Executive Creative Director/Partner
Mike Dalzell – Head of CG
Sue Troyan – Sr. Executive Producer / Partner
Jami Schakel – Sr. VFX Producer
Andrew Cowderoy – VFX Producer

Carl Harders
Matt Longwell
Bryan Repka

Robert Murdock
Susanne Scharping
Tim Bird

Audio Finishing + Additional Sound Design: Barking Owl
Creative Director: Kelly Bayett
Executive Creative Producer: Ashley Benton
Sound Design + Mix: Mike Franklin

Music + Sound Design: Walker
Executive Producers: Sara Matarazzo / Stephanie Pigott
Music Producer: Danielle Soury

Telecine: Company 3
Colorist: 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