Title | GET SMOOOTH AGAIN |
Brand | KLARNA |
Product/Service | KLARNA |
Category |
B05. Consumer Services / Business to Business |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation 2
|
KLARNA Stockholm, SWEDEN
|
Production
|
NORD DDB Stockholm, SWEDEN
|
Production 2
|
KLARNA Stockholm, SWEDEN
|
Production 3
|
CAVIAR London, UNITED KINGDOM
|
Credits
Andreas Dahlqvist |
Nord DDB |
Creative Director |
Anna Salonen |
Nord DDB |
Art Director |
Christian Cabau |
Klarna |
Brand Lead |
Julia Grönstedt |
Klarna |
Marketing Manager |
Nima Akbari |
Klarna |
Art Director |
Pontus Gustavsson |
Klarna |
Art Director |
Sophie Burgoyne |
Klarna |
Production Lead |
Leo Holte |
Klarna |
Producer |
Los Perez |
Caviar London |
Director |
Sorcha Shepherd |
Caviar London |
Executive Producer |
Javier Alejandro |
Caviar London |
Producer |
Zoe Travica |
Caviar London |
Production Manager |
Ben Todd |
Caviar London |
Director Of Photography |
Chris Kelly |
Caviar London |
1st AD |
Mark Connell |
Caviar London |
Production Designer |
Carolina Galiana |
Caviar London |
Wardrobe Designer |
Alina Manova |
Caviar London |
Makeup Artist |
Georgi Petkov |
Caviar London |
Hair Stylist |
Jim Allen |
No.8 |
VFX Supervisor |
Emma Shuter |
No.8 |
VFX Producer |
Luke Morrison |
Electric Theatre Collective |
Colorist |
Dan Sherwen |
Final Cut |
Editor |
Petter Winnberg |
Universal Music Publishing |
Music |
Matthew Henson |
Matthew Henson |
Stylist, A$AP Rocky |
Write a short summary of what happens in the film
As the world emerges from the pandemic, people are adjusting to switching their sweatpants for real pants – fashion icon A$AP Rocky included.
"Get Smoooth Again" follows Rocky as he emerges from quarantine when New York announces its reopening. We see him stepping out on the bubbly streets of New York, wearing nothing but a bathrobe, dirty t-shirt, boxer shorts and worn-down slippers to re-stock on potato chips.
While everyone else is dressed to impress, the rapper looks misplaced in his lockdown look as he walks over to the corner shop. Once he’s grabbed a bag of chips, he decides to pay with Klarna, a decision that immediately switches up his look into a sharp suit, while a new, unreleased A$AP Rocky track starts playing on the store radio. The spot ends with a cameo from U.K. rapper Skepta, who enters the bodega in his lockdown look.
Cultural / Context information for the jury
Sweat pants, dirty t-shirts and worn-down slippers. Needless to say, the pandemic has had a terrible impact on the way we dress. Furthermore, the entire fashion industry has taken a huge hit as people have been waiting for the pandemic to end before updating their wardrobes.
A$AP Rocky x Klarna’s “Get Smoooth Again” is a global, integrated campaign, aimed to inspire consumers to rediscover their sense of style, after spending almost two years in fashion hibernation and pandemic lockdown looks.
Because, who better to encourage people to drop their lockdown looks than A$AP Rocky, a huge global style icon, trendsetter and fashion tastemaker, and one of the most popular American artists.