How Klarna Advertises on Meta

# Ad summary This ad promotes the Klarna debit card, which allows users to pay later. The ad features a series of visually appealing locations, each with the Klarna card superimposed in the foreground. The text overlay highlights the card's key feature: the ability to pay later. # Brand positioning Klarna is presented as a modern and accessible financial service that simplifies payments. The brand aims to occupy a space in the consumer's mind as a flexible and convenient payment solution, particularly for those who want to manage their finances more effectively. The brand aligns with a lifestyle of ease and convenience, promoting the idea that users can enjoy purchases now and pay for them later. Klarna pushes against the traditional norms of credit cards by offering a debit card option with deferred payment, making it more accessible and less risky for users. The brand positioning is both functional (offering a practical payment solution) and emotional (providing peace of mind and financial flexibility). # Product The Klarna debit card is a Visa debit card that allows users to pay later. It functions like a regular debit card but offers the flexibility to defer payments. The card is designed for anyone who wants to manage their finances more effectively and enjoy purchases without immediate payment. The key USP is the ability to pay later, providing financial flexibility and convenience. The ad does not explicitly mention specific use occasions, but the visuals imply it can be used for travel, dining, and everyday purchases. The ad addresses the purchase barrier of immediate payment by offering a deferred payment option, making it easier for users to afford purchases. # Visual style The ad has a polished and modern aesthetic with visually appealing locations. The editing style consists of quick cuts between different scenes, maintaining a consistent pace. The production quality is high, giving it a commercial feel. The visual motif is the consistent superimposition of the Klarna debit card over various scenes. The pacing is consistent, with cuts occurring approximately every second. # Hooks Spoken: 00:00–00:08: A debit card that lets you pay later. Text overlay: 00:00–00:08 A debit card / 00:00–00:08 that lets you pay later Visual: 00:00–00:01: A mountain landscape with a blue tent in the foreground. The Klarna debit card is superimposed over the scene. The text overlay reads "A debit card that lets you pay later." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of not being able to afford purchases immediately. # Value propositions - A debit card that lets you pay later # Benefits - Financial flexibility - Convenience # Features - Debit card - Pay later # Call to action None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:01 The ad opens with a visually appealing scene of a mountain landscape with a tent in the foreground. - 00:00–00:01 The Klarna debit card is superimposed over the scene, highlighting its presence and relevance in various settings. - 00:00–00:01 The text overlay introduces the card's key feature: "A debit card that lets you pay later." - 00:01–00:02 The scene transitions to a person walking with luggage in front of a stone building. - 00:01–00:02 The Klarna card remains superimposed, reinforcing its versatility for travel-related expenses. - 00:02–00:03 The scene changes to an outdoor cafe in a European city. - 00:02–00:03 The Klarna card is still present, suggesting it can be used for dining and everyday purchases. - 00:03–00:04 The ad continues to showcase various visually stunning locations, such as a sunset over the ocean. - 00:03–00:04 The Klarna card remains superimposed, emphasizing its global usability. - 00:04–00:05 The scene transitions to a black sand beach with rock formations. - 00:04–00:05 The Klarna card is still present, reinforcing its versatility for travel-related expenses. - 00:05–00:06 The scene changes to a cityscape with tall buildings. - 00:05–00:06 The Klarna card is still present, suggesting it can be used for urban purchases. - 00:06–00:07 The scene changes back to an outdoor cafe in a European city. - 00:06–00:07 The Klarna card is still present, reinforcing its versatility for dining and everyday purchases. - 00:07–00:08 The scene transitions to a street in New York City with trees and buildings. - 00:07–00:08 The Klarna card is still present, suggesting it can be used for urban purchases.

# Ad summary This ad promotes the Klarna Card, which gives cashback rewards. The image shows three different colored Klarna cards. # Brand positioning Klarna is presented as a modern and accessible financial service, offering a credit card with cashback rewards. This positions Klarna as a consumer-friendly brand and makes financial transactions more appealing and rewarding for the average customer. The ad targets consumers who seek convenience, value, and a modern approach to managing their finances. # Product The product being advertised is the Klarna Card, a credit card that offers cashback rewards. The card is available in three different colors: black, purple, and light green. The Klarna logo is prominently displayed on the bottom of each card. The ad's language emphasizes the benefits of cashback, and the card is branded with the VISA logo. The ad also states "Paid membership required. T&Cs apply." # Visual style The ad has a clean and modern visual style with a focus on product presentation. It features a flat lay arrangement of the product on a neutral background. The image is well-lit and has a high-quality, studio-shot appearance. The use of solid colors and simple typography contributes to the ad's scannability and stop power in feed. # Hooks Headline: The Klarna Card, with cashback # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Klarna Card, with cashback # Benefits - cashback # Features - cashback # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is from the brand's perspective, showcasing the Klarna Card and its benefits. # Storyline - The ad opens by introducing the Klarna Card as a product that offers cashback rewards. The intention is to immediately capture the viewer's attention by highlighting a key benefit of the card. This is told from the brand's perspective. - The ad then shows three Klarna cards in different colors, reinforcing the visual appeal and modern design of the product. The intent is to showcase the card's availability in various options. This is also told from the brand's perspective. - The ad also includes the Klarna logo in the bottom left and "Paid membership required. T&Cs apply." This ensures transparency and reinforces the brand's identity. This is from the brand's perspective.

# Ad summary This ad promotes the Klarna debit card, highlighting its cashback earning feature. The ad uses a playful and humorous approach, personifying the card by giving it the 'passenger princess treatment' in a car. The visual style is bright and cartoonish, appealing to a younger audience. # Brand positioning Klarna is presented as a modern and fun financial service that offers a debit card with cashback rewards. The brand aims to occupy a space in the consumer's mind as a user-friendly and rewarding financial tool, particularly appealing to younger demographics. The brand aligns with a lifestyle of convenience and financial savvy, pushing against traditional banking norms by offering cashback on debit card purchases. The brand positioning is both functional (cashback rewards) and emotional (fun, modern). # Product The Klarna debit card is a Visa debit card that earns cashback on purchases. The card is light green with the Klarna logo prominently displayed. The ad highlights the card's ability to earn cashback, making it a rewarding financial tool. The card is presented as being for anyone who wants to earn rewards on their everyday spending. The ad addresses the purchase barrier of traditional debit cards not offering rewards by showcasing the cashback feature. # Visual style The ad has a cartoonish and playful aesthetic with bright colors and a lighthearted tone. The editing style is simple with static shots. The production quality is polished, giving it a commercial feel. The pacing is slow and consistent. # Hooks Spoken: 00:00–00:07 You know, close our friends, so many people surround me. Text overlay: 00:00–00:02 Giving my Klarna debit card / 00:01–00:02 the passenger princess treatment / 00:02–00:07 since it's earning me cashback / 00:00–00:07 Paid membership required. T&Cs apply. Visual: 00:00–00:02 The camera is positioned inside a cartoonish car with pink and blue interior. A light green Klarna debit card is buckled into the passenger seat, surrounded by a colorful blanket. The background shows a blurred view of a suburban neighborhood through the car window. The lighting is bright and sunny, creating a cheerful atmosphere. / 00:02–00:07 The camera remains in the same position, showing the Klarna debit card buckled into the passenger seat. The background continues to show a blurred view of a suburban neighborhood through the car window. The lighting remains bright and sunny. # Funnel stage Top of funnel (Awareness) # Pain points Traditional debit cards do not offer rewards or cashback, leaving users with no incentive to use them for everyday purchases. # Value propositions - Earn cashback with your debit card # Benefits - Earning cashback on purchases # Features - Cashback earning debit card # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user who is treating their Klarna debit card like a 'passenger princess' because it earns cashback. # Storyline - 00:00–00:02 00:00–00:02 The Klarna debit card is shown buckled into the passenger seat of a car. - 00:02–00:07 00:02–00:07 The ad emphasizes that the card is getting the 'passenger princess treatment' because it earns cashback.

# Ad summary The ad promotes the Klarna debit card, highlighting its cashback benefits on every purchase. The video features a miniature world with a Klarna card character that comes to life and walks around a dollhouse bedroom, emphasizing the card's readiness for use. # Brand positioning Klarna is presented as a modern and accessible financial service that integrates into everyday life. The brand is positioned as a user-friendly option for managing finances, particularly through its debit card offering. The ad uses a playful and whimsical tone, suggesting that Klarna aims to make financial transactions more engaging and less intimidating. The brand aligns with a lifestyle that values convenience and rewards, pushing against the norms of traditional banking by offering cashback on debit purchases. The brand positioning is both functional (cashback rewards) and emotional (making finance fun and accessible). # Product The Klarna debit card is a Visa card that offers cashback on every debit purchase. The card is black with pink Klarna branding. The ad emphasizes that the card is ready to work whenever the user is, implying ease of use and immediate benefits. The card is presented as a way to earn rewards on everyday spending, making it a practical choice for consumers looking to maximize their financial gains. The ad addresses the potential purchase barrier of not seeing immediate returns on debit card spending by highlighting the cashback feature. # Visual style The ad has a whimsical and playful aesthetic, using a miniature dollhouse setting to create a sense of charm and approachability. The production quality is polished, with smooth transitions and clear visuals. The visual motif of the Klarna card coming to life adds a unique and engaging element. The pacing is moderate, with cuts timed to the music. # Hooks Text overlay: 00:00–00:07: Get cashback on every debit purchase. / 00:00–00:07: It's ready to work when you are. Visual: 00:00–00:01: A black Klarna debit card with pink branding rests on a miniature bed in a dollhouse bedroom. The room includes a nightstand with a lamp, a cup of coffee, and a book. Fairy lights are strung around the headboard. The camera is stationary, providing a close-up view of the scene. / 00:01–00:07: The Klarna card grows black arms and legs and begins to walk around the room. The camera follows the card as it moves, maintaining a close-up view. The background remains the same dollhouse bedroom setting. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not receiving rewards or cashback on debit card purchases, which is a common limitation with traditional debit cards. # Value propositions - Get cashback on every debit purchase: This combines the feature of cashback with the benefit of earning rewards on all purchases. - It's ready to work when you are: This combines the feature of immediate availability with the benefit of convenience and ease of use. # Benefits - Earn rewards on everyday spending - Card is ready to work when you are # Features - Cashback on every debit purchase # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's features and benefits through a whimsical and engaging visual narrative. # Storyline - 00:00–00:01 The Klarna debit card is shown resting on a miniature bed in a dollhouse bedroom. - 00:01–00:07 The Klarna card grows arms and legs and begins to walk around the room.

# Ad summary This ad showcases the Klarna Card, highlighting its cashback feature. The ad uses a visually striking presentation with liquid effects and close-up shots of the card to emphasize its modern design and appeal. # Brand positioning Klarna is presented as a modern and innovative financial service, offering a credit card with cashback rewards. The brand aims to occupy a space in the consumer's mind as a forward-thinking alternative to traditional credit cards, aligning with a lifestyle of convenience and financial savvy. The brand pushes against the norms of traditional credit card companies by offering a more accessible and user-friendly approach to credit and payments. The brand positioning is both functional (cashback rewards) and emotional (modern, innovative). # Product The Klarna Card is a physical credit card offered by Klarna that provides cashback rewards on purchases. The card is designed with a sleek, modern aesthetic, featuring a dark color scheme with the Klarna logo in pink. The card is for consumers who want to earn rewards on their everyday spending and prefer a modern, tech-forward approach to credit. The ad emphasizes the cashback feature as a key selling point, suggesting that users can earn money back on their purchases. The ad does not explicitly mention any purchase barriers but implies ease of use and accessibility through its modern design and simple messaging. # Visual style The ad has a polished, high-end commercial aesthetic with a focus on visual effects. The editing style is smooth with slow-motion shots and liquid simulations. The production quality is high, creating a sleek and modern feel. The pacing is slow and deliberate, emphasizing the visual appeal of the product. The cuts and product actions are timed to the music beats, enhancing the overall impact. # Hooks Text overlay: 00:00–00:04 The Klarna Card, with cashback / 00:00–00:04 Klarna Card, Klarna Balance, Card pay later plans, and Membership plans are issued by WebBank, member FDIC. Membership required for Cashback on Klarna Card. Terms apply. Visual: 00:00–00:01: The shot begins with a black background. White text appears in the center of the frame: "The Klarna Card, with cashback". Below the text, smaller text reads: "Klarna Card, Klarna Balance, Card pay later plans, and Membership plans are issued by WebBank, member FDIC. Membership required for Cashback on Klarna Card. Terms apply." / 00:01–00:04: A black Klarna Visa card emerges from a splash of black liquid. The card is angled slightly towards the upper right. The Klarna logo is printed in pink on the bottom of the card. The background remains black. The same legal text is at the bottom of the screen. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Klarna Card offers cashback, providing a tangible financial benefit for users. # Benefits - Earn money back on purchases # Features - Cashback rewards - Klarna Visa card # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:01 The ad opens with a black background and text overlay introducing the Klarna Card with cashback. - 00:01–00:04 A Klarna Card emerges from a splash of black liquid, highlighting its design and the Klarna logo.

# Ad summary This ad promotes the Klarna card, which allows users to choose between debit and pay later options. # Brand positioning Klarna is presented as a modern and flexible financial service that empowers consumers with choices in how they pay. The brand aims to occupy a space in the consumer's mind as an innovative alternative to traditional credit cards, offering the convenience of debit with the option to pay later. This aligns with a lifestyle that values financial flexibility and control. Klarna pushes against the norms of rigid payment structures by providing options tailored to individual needs. The brand positioning is both functional (offering payment choices) and emotional (providing a sense of control and convenience). # Product The Klarna card is a debit card that offers the option to pay later. It allows users to choose between paying with their debit balance or using Klarna's pay later plans. The card is designed for everyday use and provides flexibility in managing payments. The key USP is the ability to switch between debit and pay later options, addressing the purchase barrier of immediate payment requirements. The ad highlights the convenience and control the card offers, making it an attractive option for those who want to manage their finances with greater flexibility. # Visual style The ad has a clean and modern aesthetic with a minimalist design. The editing style is simple, with static shots and clear transitions. The production quality is polished, giving it a commercial feel. The pacing is slow and deliberate, with each shot timed to emphasize the message. The audio-visual sync is straightforward, with text and product actions aligned with the voiceover. # Hooks Spoken: 00:00–00:01 Get Klarna on a card Text overlay: 00:00–00:01 Get Klarna on a card Visual: 00:00–00:01 The screen displays a light gray background with the Klarna logo (a pink rounded rectangle with the word "Klarna" inside) at the top. Below the logo, the text "Get Klarna on a card" is shown in large, bold black font. At the bottom of the screen, smaller text provides legal disclaimers about the Debit Flex Card and its terms. The camera is stationary, providing a clear view of the text and logo. The lighting is even, with no shadows. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing flexible payment options. It implies that consumers may sometimes prefer to defer payments, offering a solution with the 'pay later' feature. # Value propositions - The Klarna card offers the convenience of a debit card with the added flexibility of pay later options, providing users with greater control over their finances. # Benefits - Flexibility in payment - Choice between debit and pay later # Features - Debit card - Pay later option # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:01 00:00–00:01 The ad starts with the text "Get Klarna on a card" displayed on a light gray background with the Klarna logo at the top. The message aims to introduce the Klarna card as a new offering. The perspective is from the brand, presenting its product directly. The tone is straightforward and informative. - 00:01–00:03 00:01–00:03 A Klarna card is shown rotating against a light gray background. This visual reinforces the product being advertised. The perspective is from the brand, showcasing the card's design. The tone is clean and modern. - 00:03–00:05 00:03–00:05 The text changes to "Choose debit or pay later" with the Klarna logo at the top. This highlights the card's key feature. The perspective is from the brand, emphasizing the flexibility of the card. The tone is informative and empowering.

# Ad summary This ad promotes the Klarna card by showing it frozen in a block of ice. The ice is broken to reveal the card, highlighting its cashback feature. # Brand positioning Klarna is presented as a modern and innovative financial service, offering a credit card that provides cashback rewards. The brand is positioned as forward-thinking, contrasting with traditional financial institutions through its use of unconventional visuals like encasing the card in ice. This approach suggests Klarna is breaking away from the cold, rigid norms of the financial industry, offering a fresh and rewarding experience for its customers. The brand aims to occupy a space of accessible innovation, appealing to consumers who seek both convenience and value in their financial tools. # Product The Klarna card is a Visa credit card that offers cashback rewards. The card is black with the Klarna logo in pink. The ad emphasizes the cashback feature, suggesting that users can earn money back on their purchases. The card is presented in a visually striking manner, encased in ice, which is then broken to reveal the card. This presentation aims to capture attention and highlight the card's unique benefits. The ad addresses the potential purchase barrier of traditional credit cards by presenting Klarna as a modern, rewarding alternative. # Visual style The ad has a polished, high-end production quality. The editing style is simple with static shots and smooth transitions. The visual motif is the contrast between the frozen ice and the revealed card. The pacing is slow and deliberate, emphasizing the visual impact of the ice breaking. # Hooks Text overlay: 00:00–00:07 Get cashback with the Klarna Card. Visual: 00:00–00:03: A black Klarna Visa card is frozen inside a clear block of ice. The ice has cracks throughout. The background is a light gray surface. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of not receiving rewards or benefits from traditional credit cards. # Value propositions - Get cashback with the Klarna Card. # Benefits - Get cashback # Features - Cashback rewards # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its benefits. # Storyline - 00:00–00:03 A Klarna card is encased in a block of ice. - 00:03–00:06 The ice is broken apart, revealing the Klarna card. - 00:06–00:07 The Klarna card is shown with water droplets on it.

# Ad summary This ad promotes the Klarna card and its instant cashback feature. The ad uses a simple animated style with text overlays and a rotating Klarna card to highlight the benefits of using the card. # Brand positioning Klarna is presented as a modern and accessible financial service that simplifies shopping and payments. The brand aims to occupy a space in the consumer's mind as a flexible and rewarding payment solution, particularly appealing to those who value convenience and instant gratification. Klarna aligns with a lifestyle of smart spending and financial savvy, pushing against traditional credit card norms by offering cashback rewards and buy now, pay later options. The brand positioning is both functional (offering cashback and payment flexibility) and emotional (providing a sense of financial control and reward). # Product The Klarna card is a physical and digital payment card that offers users instant cashback on purchases. The card is designed for everyday spending and provides a seamless way to earn rewards while shopping. The ad highlights the card's primary USP: instant cashback, which is a direct incentive for users to choose the Klarna card over other payment methods. The ad does not explicitly mention purchase barriers but implies ease of use and accessibility through its simple and straightforward messaging. The Klarna card is presented as a tool for smart spending, encouraging users to make the most of their purchases by earning cashback rewards. # Visual style The ad has a clean and minimalist aesthetic with a focus on clear text and simple animations. The editing style is straightforward with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with each shot timed to emphasize the key message. # Hooks Spoken: 00:00–00:02: Earn instant cashback. Text overlay: 00:00–00:05: Klarna (logo) / 00:00–00:02: Earn instant cashback / 00:00–00:05: Paid membership required. T&Cs apply. Visual: 00:00–00:02: A light gray background with the Klarna logo (pink rounded rectangle with "Klarna" in white) at the top. Below, the text "Earn instant cashback" is displayed in bold black font. At the bottom, smaller text reads "Paid membership required. T&Cs apply." # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not explicitly state a pain point. # Value propositions - The Klarna card offers instant cashback, providing immediate value and rewards for everyday spending. # Benefits - Earn instant cashback # Features - Instant cashback # Call to action Get the Klarna Card now # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of Klarna, highlighting product claims and benefits. # Storyline - 00:00–00:02 The ad opens with a text overlay stating "Earn instant cashback" to immediately grab the viewer's attention with a clear benefit. - 00:02–00:03 A Klarna card rotates into view, visually reinforcing the product being advertised and its association with the cashback offer. - 00:03–00:05 The text changes to "Get the Klarna Card now," providing a direct call to action and encouraging immediate adoption of the product.

# Ad summary This ad promotes the Klarna card, highlighting its cashback benefits for travelers. The ad features a Klarna card in front of an airplane window, emphasizing the card's utility while traveling. The ad uses a POV perspective to engage viewers and showcase the card's benefits. # Brand positioning Klarna is presented as a modern and financially savvy brand that offers innovative payment solutions. The brand aims to occupy the space of a travel-friendly financial tool, providing cashback benefits to users while they travel. Klarna aligns with a lifestyle of convenience and rewards, positioning itself as a forward-thinking alternative to traditional credit cards. The brand's positioning is both functional (cashback rewards) and emotional (enhancing the travel experience). # Product The Klarna card is a Visa card that offers cashback rewards while traveling. The card is designed for individuals who frequently travel and want to earn rewards on their purchases. The card is visually represented as a sleek, light green card with the Klarna logo prominently displayed. The ad highlights the card's unique selling proposition (USP) of providing cashback specifically for travel-related expenses. The ad addresses the purchase barrier of not having a rewarding payment option while traveling, positioning the Klarna card as the solution. # Visual style The ad has a clean and modern aesthetic, with bright lighting and a focus on the product. The editing style is simple, with a static shot that allows viewers to focus on the card and the travel setting. The production quality is polished, giving the ad a professional feel. The pacing is slow and steady, with a focus on conveying the message clearly. The audio-visual sync is maintained with the music, creating a cohesive and engaging experience. # Hooks Text overlay: 00:00–00:07: POV: hai trovato la carta che ti dà cashback mentre viaggi. / 00:00–00:07: Conto coperto dal sistema di garanzia dei depositi svedese. / 00:00–00:07: È richiesto un abbonamento Klarna a pagamento. Si applicano T&C. Visual: 00:00–00:07: A light green Klarna Visa card is positioned in front of an airplane window. The background shows a clear blue sky with white clouds visible through the window. The card is angled slightly towards the camera, showcasing its design and the Klarna logo. The airplane window frame is white, and the lighting is bright, highlighting the card and the outdoor scenery. The camera is stationary, providing a clear and stable view of the card and the background. Text overlays appear on the screen, emphasizing the card's cashback benefits for travelers. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of not having a rewarding payment option while traveling. "POV: hai trovato la carta che ti dà cashback mentre viaggi" (POV: you found the card that gives you cashback while traveling). # Value propositions - The Klarna card offers cashback specifically for travel-related expenses, making it a rewarding payment option while traveling. # Benefits - Earn rewards on travel purchases # Features - Cashback rewards while traveling # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the customer's point of view, showing the Klarna card in a travel setting and highlighting its benefits. # Storyline - 00:00–00:07 00:00–00:07: The ad opens with a Klarna card positioned in front of an airplane window. The text overlay states, "POV: hai trovato la carta che ti dà cashback mentre viaggi" (POV: you found the card that gives you cashback while traveling). This sets the scene and introduces the card's primary benefit for travelers. The perspective is from a traveler who has discovered a rewarding payment option, creating a sense of excitement and discovery. The tone is upbeat and aspirational, suggesting a better travel experience.

# Ad summary This ad promotes the Klarna card, highlighting its cashback benefits on everyday purchases. The ad features a woman showcasing various purchases she made throughout the day, emphasizing the cashback she received on each item. # Brand positioning Klarna is presented as a modern and financially savvy brand that integrates seamlessly into everyday life. The brand aims to occupy the space of a flexible and rewarding payment solution, particularly appealing to younger, digitally native consumers. Klarna aligns with a lifestyle of convenience and smart spending, promoting the idea that users can enjoy their purchases while also earning cashback. The brand pushes against traditional credit card norms by offering a more transparent and user-friendly experience, focusing on immediate rewards and financial flexibility. The brand positioning is both functional (cashback rewards, easy payment) and emotional (feeling financially smart and in control). # Product The Klarna card is a Visa card that offers cashback on all purchases. It is designed for everyday use, allowing users to earn rewards on a variety of items, from sunglasses and cappuccinos to headphones and secondhand coats. The card is presented as a way to make spending more rewarding, with the ad highlighting the cashback earned on each purchase. The card is black with the Klarna logo in pink. The ad addresses the purchase barrier of wanting to be financially responsible while still enjoying life's little luxuries by showing how the Klarna card provides cashback on everyday purchases. # Visual style The ad has a polished UGC feel, with bright and natural lighting in most scenes. The editing style is quick cuts, transitioning between different locations and purchases. The production quality is high, giving it a commercial feel while maintaining a relatable tone. The pacing is fast, with cuts timed to the music beats. The visual motif is the woman holding the Klarna card in front of her in each scene. # Hooks Spoken: 00:00–00:01 Female 1: Every purchase I got cashback on today Text overlay: 00:00–00:01 Every purchase I got cashback on today Visual: 00:00–00:01 A woman with blonde hair, fair skin, and light makeup stands in an elevator. She is wearing a white top and holding a black Klarna Visa card with pink lettering in front of her. The elevator walls are stainless steel. The camera is stationary and close-up, focusing on her face and the card. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of not wanting to miss out on rewards while making everyday purchases. # Value propositions - Earn rewards on everyday spending # Benefits - Get cashback on every purchase # Features - Cashback on every purchase # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer showcasing her daily purchases made with the Klarna card. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a woman in an elevator holding a Klarna card. She states that she got cashback on every purchase she made today, conveying the message that the Klarna card offers rewards on everyday spending. The perspective is from the woman, who is sharing her positive experience with the card. The tone is casual and relatable. - 00:01–00:03 00:01–00:03 The scene changes to the woman walking on a city street, holding the Klarna card. Text overlay shows "10.30 New sunglasses," indicating a purchase made with the card. This reinforces the idea that the card can be used for various purchases and still earn cashback. The perspective remains from the woman, showcasing her daily life. The tone is upbeat and positive. - 00:03–00:05 00:03–00:05 The woman is now sitting in a cafe, holding the Klarna card. Text overlay shows "13.23 Cappuccino," indicating another purchase. This continues to emphasize the card's versatility and the cashback earned on small, everyday items. The perspective is still from the woman, sharing her experiences. The tone is relaxed and casual. - 00:05–00:07 00:05–00:07 The woman is in a store, trying on headphones while holding the Klarna card. Text overlay shows "14.10 New headphones," indicating another purchase. This further reinforces the card's benefits for various types of purchases. The perspective remains from the woman, showcasing her shopping experience. The tone is cheerful and enthusiastic. - 00:07–00:09 00:07–00:09 The woman is walking outside, wearing a coat and holding the Klarna card. Text overlay shows "17.53 Second hand coat," indicating another purchase. This highlights that the card can be used for secondhand items as well. The perspective is still from the woman, sharing her daily life. The tone is confident and stylish. - 00:09–00:11 00:09–00:11 The woman is in a car at night, wearing sunglasses and holding the Klarna card. Text overlay shows "20.10 The night out," indicating a purchase made during an evening outing. This demonstrates that the card can be used for entertainment and social activities. The perspective remains from the woman, showcasing her lifestyle. The tone is fun and exciting.

# Ad summary This ad promotes the Klarna card, highlighting its flexibility to choose debit or pay later. It emphasizes the ease of signing up and receiving the card quickly. # Brand positioning Klarna is presented as a modern and accessible financial service that simplifies payment options. The brand aims to occupy a space in the consumer's mind as a flexible and convenient alternative to traditional credit cards, offering the ability to choose between debit and pay later options. Klarna aligns with a lifestyle of ease and control over spending, pushing against the norms of rigid payment structures. The brand positioning is both functional (offering payment flexibility) and emotional (providing a sense of financial control and convenience). # Product The Klarna card is a debit card that offers the flexibility to choose between paying immediately via debit or paying later. It is designed for individuals who want more control over their spending and payment options. The card allows users to sign up quickly and get their card in 60 seconds. The key USP is the ability to choose debit or pay later, addressing the purchase barrier of immediate payment requirements. The ad emphasizes the ease and speed of obtaining the card, making it an attractive option for those seeking flexible payment solutions. # Visual style The ad has a clean and minimalist aesthetic with a focus on clear text and simple visuals. The editing style is static with smooth transitions between text displays. The production quality is polished, resembling a commercial ad. The pacing is slow and deliberate, allowing viewers to easily read the text. # Hooks Spoken: 00:00–00:01 Get Klarna on a card. Text overlay: 00:00–00:01 Get Klarna on a card Visual: 00:00–00:01: A vertical shot of a light gray background with the Klarna logo at the top in a pink rounded rectangle. Below the logo, the text "Get Klarna on a card" is displayed in large, bold black font. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of rigid payment structures by offering the flexibility to choose between debit and pay later. This is signaled by the text "Choose debit or pay later." # Value propositions - The Klarna card offers the flexibility to choose between debit and pay later, providing users with greater control over their spending. - The card can be obtained in just 60 seconds, making it a convenient and accessible option for those seeking flexible payment solutions. # Benefits - Flexibility in payment options - Quick and easy sign-up process # Features - Debit Flex Card - Choose debit or pay later - Get your card in 60 seconds # Call to action Sign up now # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of Klarna, highlighting its features and benefits. # Storyline - 00:00–00:01 The ad opens with the Klarna logo and the text "Get Klarna on a card." - 00:01–00:02 The ad transitions to show a Klarna card and the text "Choose debit or pay later." - 00:02–00:05 The ad concludes with the text "Sign up now. Get your card in 60 seconds."

# Ad summary This image ad promotes the Klarna card, highlighting its cashback benefits on everyday purchases. The ad features three Klarna cards in different colors and emphasizes the brand's logo. # Brand positioning Klarna is presented as a modern and accessible financial service, offering a Visa card that provides cashback on everyday purchases. The brand aims to occupy a space in the consumer's mind as a convenient and rewarding way to manage daily spending. The brand aligns with a lifestyle of ease and financial benefit, pushing against traditional banking norms by offering cashback rewards. The brand positioning is both functional (cashback) and emotional (convenience and reward). # Product The product being advertised is the Klarna Visa card, which offers cashback on everyday purchases. The card is available in multiple colors, including black, purple, and green. The card is designed for individuals who want to earn rewards on their daily spending. The unique selling proposition (USP) is the cashback benefit, making it a worthwhile option for consumers looking to maximize their spending power. The ad addresses the purchase barrier of not being rewarded for everyday spending by offering cashback. # Visual style The ad has a clean and modern visual style with a focus on product presentation. The use of solid colors and simple typography creates a minimalist aesthetic. The lighting is soft and even, highlighting the product's features without harsh shadows. # Hooks Headline: Get cashback on everyday purchases # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not being rewarded for everyday spending. "Get cashback on everyday purchases" signals the frustration of missing out on potential savings. # Value propositions - Get cashback on everyday purchases # Benefits - Get cashback # Features - cashback on everyday purchases # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the benefits of its Klarna Visa card, emphasizing cashback rewards and convenience. # Storyline - The ad opens with a headline that promises cashback on everyday purchases, immediately grabbing the viewer's attention with a clear benefit. The brand is telling the audience that they can earn rewards on their daily spending. - The ad then showcases three Klarna Visa cards in different colors, visually reinforcing the product and brand. The brand is showing the audience the physical product and its availability in multiple colors. - The ad concludes with the Klarna logo and a disclaimer about paid membership and terms and conditions, providing essential information about the service. The brand is informing the audience about the requirements for using the card.

# Ad summary This ad promotes the Klarna debit card, which allows users to pay later. The ad features a series of visually appealing scenes from travel and leisure contexts, each showcasing the Klarna card. The scenes include camping, traveling, dining, and sightseeing, all set to upbeat music. The ad emphasizes the card's flexibility and convenience for various lifestyle activities. # Brand positioning Klarna is presented as a modern and flexible financial solution that integrates seamlessly into various lifestyle activities, particularly travel and leisure. The brand aims to occupy a space in the consumer's mind as a convenient and accessible payment option that aligns with a lifestyle of exploration and enjoyment. Klarna promotes values of flexibility and ease of use, positioning itself against traditional banking norms by offering a 'pay later' option on a debit card. The brand positioning is both functional, emphasizing simplicity and convenience, and emotional, aligning with the desire for enjoyable experiences without immediate financial strain. # Product The Klarna debit card is a Visa debit card that allows users to pay later. It is designed for individuals who want the flexibility to manage their finances while enjoying various lifestyle activities such as travel, dining, and shopping. The card is issued by WebBank and is FDIC insured. The key USP is the 'pay later' feature, which addresses the purchase barrier of immediate payment, allowing users to defer payments. The ad showcases the card in various use occasions, such as while traveling, dining at a cafe, and exploring new places, highlighting its versatility and integration into everyday life. The card is presented as a tool that makes financial management easier and more convenient, encouraging viewers to try or buy the card for its flexible payment options. # Visual style The ad has a polished and clean aesthetic, with smooth transitions between scenes. The production quality is high, giving it a commercial feel. The visual motif is the consistent placement of the Klarna card in front of various lifestyle scenes. The pacing is quick, with cuts every second, creating a dynamic and engaging viewing experience. The cuts are timed to the music beats, enhancing the audio-visual sync. # Hooks Text overlay: 00:00–00:08 / A debit card / that lets you pay later Visual: 00:00–00:01: A Klarna debit card is displayed in the foreground, superimposed over a background featuring a camping scene. The scene includes a blue tent, trees, and mountains in the distance. The lighting is natural, suggesting an outdoor setting. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing to make immediate payments, offering a solution that allows users to defer payments with the 'pay later' option. This is signaled by the text overlay 'A debit card that lets you pay later,' which directly addresses the desire for flexible payment options. # Value propositions - A debit card that lets you pay later: Combines the convenience of a debit card with the flexibility of deferred payments. # Benefits - Flexibility in payments - Convenience for various lifestyle activities - Ability to defer payments # Features - Debit card - Pay later option - Visa accepted - FDIC insured # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its features. # Storyline - 00:00–00:01 The ad opens with a shot of a Klarna debit card in front of a camping scene. - 00:01–00:02 The scene transitions to a person pulling a suitcase with the Klarna card superimposed in front of them. - 00:02–00:03 The scene changes to a cafe setting with a croissant, pastry, and coffee, with the Klarna card in front. - 00:03–00:04 The ad shows a shot of the ocean from a cruise ship, with the Klarna card in front. - 00:04–00:05 The scene transitions to a beach with rock formations, with the Klarna card in front. - 00:05–00:06 The ad shows a shot of tall buildings, with the Klarna card in front. - 00:06–00:07 The scene returns to the cafe setting with a croissant, pastry, and coffee, with the Klarna card in front. - 00:07–00:08 The ad shows a shot of a street with trees and buildings, with the Klarna card in front.

# Ad summary This ad shows a Klarna Visa card frozen in a block of ice. Once the ice breaks open the card is revealed, and the text urges customers to use the card to get cashback. # Brand positioning Klarna is a buy now, pay later service that aims to sit in the consumer's mind as the ultimate shopping assistant by providing flexible payment options. The brand wants to align with convenience, and empowerment. Klarna provides its own Visa card so customers can pay with Klarna everywhere. # Product The product in this ad is the Klarna Visa card which allows customers to pay with Klarna anywhere. The ad highlights the cashback the customer will receive when paying with the card. This cashback offer works to lower purchase barriers and entice viewers to try the card. # Visual style This ad has a clean and eye-catching aesthetic. The production quality is high, the cuts are quick, and the pacing is consistent. # Hooks Spoken: 00:00–00:05 Non lasciare i tuoi soldi a raffreddare. Paga con la Carta Klarna e ricevi subito il tuo cashback. Text overlay: 00:00–00:07 Non lasciare i tuoi soldi a raffreddare. / 00:00–00:07 Paga con la Carta Klarna e ricevi subito il tuo cashback. Visual: 00:00–00:03 A Klarna Visa card is frozen in a block of ice. There is text above and below the card. / 00:03–00:07 The ice block is smashed open to reveal the card. Water splashes on the card. There is text above and below the card. # Funnel stage Consideration # Pain points The ad implies that customers might be missing out on opportunities to save or earn money, which could lead to financial frustration. # Value propositions - Avoid missing out on potential earnings by using a card that earns cashback. # Benefits - Receive cashback when you pay with the card. # Features - Klarna Visa card - Cashback # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad conveys the brand's perspective through direct statements and a clear, product-focused demonstration. # Storyline - 00:00–00:03 A Klarna Visa card is frozen in a block of ice. - 00:03–00:07 The ice block is smashed open to reveal the card.

# Ad summary This image ad for Klarna promotes their cashback credit card. The ad features three different colored cards and highlights the instant cashback feature. # Brand positioning Klarna positions itself as a modern and accessible financial service, particularly appealing to younger, tech-savvy consumers. The brand aims to occupy the space of a flexible and convenient payment solution that integrates seamlessly into everyday life. The ad pushes against traditional banking norms with its sleek, colorful card designs and focus on instant rewards. Klarna's positioning blends functional benefits, such as cashback, with an emotional appeal centered on ease and instant gratification, seeking to make financial interactions more appealing. # Product The Klarna credit card is a payment solution that offers instant cashback on purchases. It is a VISA card that comes in three colors: black, purple, and green. The card is designed for consumers who want to earn rewards on their spending while maintaining financial flexibility. The ad emphasizes the unique selling proposition of instant cashback, implying that users can immediately benefit from their purchases, rather than waiting for a statement or reward period. # Visual style The ad has a clean, modern aesthetic with a focus on product presentation. The color palette is simple, utilizing a light beige background, the three card colors, and a bright pink accent. The image is well-lit and professionally shot, with a focus on showcasing the design of the credit cards. The typography is bold and legible, enhancing scannability. # Hooks Headline: Earn instant cashback # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the frustration of waiting for cashback or rewards, which are often delayed. The phrase “Earn instant cashback” solves the problem of having to wait to receive rewards. # Value propositions - Earn instant cashback # Benefits - Earn cashback instantly # Features - Instant cashback # Call to action None used. # Social proof - None used. # Point of view - Brand: Present throughout the ad via text, logo, and product presentation. The brand POV aims to communicate the offering and highlight the features of its credit card. # Storyline - The ad opens with the message of earning instant cashback, immediately capturing the audience's attention by highlighting a direct financial benefit. The brand is speaking and attempting to entice potential customers with a simple and attractive offer that addresses the desire for immediate rewards. - The visual then showcases three Klarna credit cards in different colors, reinforcing the brand's identity and providing visual examples of the product. From a brand perspective, the image emphasizes the aesthetic and modern design of the cards, making them appealing to a style-conscious audience and highlighting the brand's innovation in the financial sector. - The Klarna logo is prominently displayed in a pink rounded rectangle, further cementing brand recognition. This is the brand telling its story and reinforcing its identity within the context of the instant cashback offer. This logo placement is used to create a cohesive brand presentation. - Finally, the disclosure, "Paid membership required. T&Cs apply." is provided. From the brand perspective, this ensures transparency by providing necessary context about the terms and conditions of the service, promoting trust and responsible advertising.

# Ad summary This ad promotes the Klarna Card, highlighting its cashback feature. The ad features a black Klarna card dramatically falling into a pool of black liquid, creating a visually striking effect. Text overlays emphasize the card's cashback benefits. # Brand positioning Klarna is presented as a modern and innovative financial service, offering a credit card with cashback rewards. The brand aligns with a lifestyle of convenience and financial savvy, appealing to consumers who seek rewards and value in their spending. The brand pushes against traditional credit card norms by emphasizing accessibility and modern design, positioning itself as a forward-thinking alternative in the financial market. The brand positioning is both functional (cashback rewards) and emotional (modern, innovative). # Product The Klarna Card is a Visa credit card that offers cashback rewards. The card is sleek and black, with the Klarna logo prominently displayed in pink. The ad emphasizes the cashback feature, suggesting that users can earn rewards on their purchases. The card is designed for everyday use, providing a convenient way to manage spending and earn rewards. The ad addresses potential purchase barriers by highlighting the card's benefits and modern design, making it an attractive option for consumers seeking a rewarding credit card experience. # Visual style The ad has a polished and dramatic aesthetic, with a focus on visual impact. The editing style is simple, with static shots and smooth transitions. The production quality is high-end, creating a sleek and modern feel. The pacing is slow, allowing viewers to focus on the visual details. The audio-visual sync is precise, with sound effects timed to the visual actions. # Hooks Text overlay: 00:00–00:04: The Klarna Card, with cashback Visual: 00:00–00:01: Close-up shot of a black liquid surface with concentric ripples. The background is solid black. The lighting is dramatic, creating highlights and shadows on the liquid surface. The camera is stationary, focusing on the movement of the ripples. / 00:01–00:03: A black Klarna Visa card falls into the liquid, causing a splash. The card is prominently displayed, with the Visa logo in the upper right corner and the Klarna logo in pink. The background remains black. The camera captures the motion of the card and the splash in slow motion, emphasizing the dramatic effect. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Klarna Card offers cashback, providing a tangible reward for everyday spending. # Benefits - Earn rewards on purchases # Features - Visa credit card - Cashback rewards # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a close-up of a black liquid surface, creating a sense of anticipation and mystery. - 00:01–00:03 A black Klarna Visa card dramatically falls into the liquid, causing a splash and ripple effect. This moment introduces the product in a visually striking way, capturing the viewer's attention. - 00:03–00:04 The card settles in the liquid, showcasing its design and the Klarna logo. This provides a clear view of the product and reinforces the brand identity.

# Ad summary This ad promotes the Klarna Card, highlighting its cashback rewards for everyday spending and encouraging viewers to sign up. # Brand positioning Klarna is presented as a modern, tech-forward financial service that offers innovative solutions for everyday spending. The brand aims to occupy a space in the consumer's mind as a convenient and rewarding way to manage finances. The brand aligns with values of simplicity and accessibility, pushing against traditional banking norms by offering a seamless and user-friendly experience. The brand positioning is both functional, emphasizing the cashback benefits, and emotional, promoting a sense of financial empowerment and ease. # Product The Klarna Card is a Visa card that offers cashback rewards for everyday spending. It is designed for individuals who want to earn rewards on their purchases. The card is available in multiple colors, including green, purple, and black. The ad emphasizes the card's USP as a way to "get rewarded for everyday spending," addressing the purchase barrier of not receiving benefits from regular transactions. The ad encourages viewers to sign up now to start earning cashback. # Visual style The ad has a clean and minimalist aesthetic with a focus on clear text and product visuals. The editing style is static, with no transitions or camera movements. The production quality is polished, giving it a commercial feel. The pacing is slow and consistent, with each shot held for a few seconds to allow viewers to read the text. The audio-visual sync is simple, with text appearing as the voiceover speaks. # Hooks Spoken: 00:00–00:01: The Klarna Card with cashback. Text overlay: 00:00–00:01: Klarna / 00:00–00:01: The Klarna Card, with cashback / 00:00–00:05: Paid membership required. T&Cs apply. Visual: 00:00–00:01: A static shot with a light gray background. In the center, the Klarna logo is displayed in a pink rounded rectangle. Below the logo, the text "The Klarna Card, with cashback" is shown in bold black font. At the bottom, smaller text reads "Paid membership required. T&Cs apply." # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that consumers are not currently being rewarded for their everyday spending. # Value propositions - The Klarna Card offers cashback rewards, providing value for everyday spending. # Benefits - Get rewarded for everyday spending # Features - Cashback rewards - Visa card # Call to action Sign up now # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, delivering product claims and a direct call to action. # Storyline - 00:00–00:01 The ad opens with a static shot of the Klarna logo and the text "The Klarna Card, with cashback." - 00:00–00:01 The message is to introduce the Klarna Card and its primary benefit, cashback. This is from the brand's perspective, aiming to inform the audience about the product's core offering. The tone is straightforward and informative. - 00:01–00:04 The ad transitions to a shot of three Klarna cards in different colors (green, purple, and black) with the text "Get rewarded for everyday spending." - 00:01–00:04 The message is to highlight the benefit of earning rewards on everyday purchases. This is from the brand's perspective, emphasizing the value proposition of the card. The tone is encouraging and positive. - 00:04–00:05 The ad concludes with a static shot of the Klarna logo and the text "Sign up now." - 00:04–00:05 The message is a direct call to action, urging viewers to sign up for the Klarna Card. This is from the brand's perspective, aiming to drive immediate action. The tone is urgent and direct.

# Ad summary This ad promotes the Klarna card, highlighting its versatility for various checkouts and payment options. # Brand positioning Klarna is presented as a modern and flexible payment solution that simplifies the checkout process. The brand aims to occupy a space in the consumer's mind as a versatile and convenient payment option, offering the ability to pay now or later, anywhere Visa is accepted. This positions Klarna as a forward-thinking alternative to traditional credit cards, aligning with a lifestyle that values financial flexibility and ease of use. The brand pushes against the norms of rigid payment structures by offering options to suit different financial needs, emphasizing simplicity and accessibility. # Product The Klarna card is a physical debit card that allows users to pay now or later at any location where Visa is accepted. It is designed for individuals who seek flexible payment options and want to manage their finances with ease. The card works by allowing users to make purchases and choose whether to pay immediately or defer the payment to a later date, providing a convenient alternative to traditional credit cards. The card's USP lies in its ability to offer payment flexibility, allowing users to adapt their payment schedule to their financial situation. The ad addresses the purchase barrier of immediate payment by offering the option to pay later, making it easier for users to acquire goods and services without straining their current finances. # Visual style The ad has a clean and modern aesthetic with bright, even lighting and a focus on product clarity. The editing style is simple with quick cuts between shots to maintain a brisk pace. The production quality is polished, giving it a professional commercial feel. The pacing is consistent, with cuts timed to the music beats. # Hooks Text overlay: 00:00–00:05 / One card for every checkout. / Pay now or later, anywhere. Visual: 00:00–00:01: A hand holds a black Klarna Visa card with pink Klarna logo against a blurred background of a city street with pedestrians and buildings. The card is in focus, and the lighting is bright. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of limited payment options and the need for financial flexibility. The visual of the card being used in various locations and the text overlay "One card for every checkout. Pay now or later, anywhere" signal this frustration. # Value propositions - The Klarna card simplifies the checkout process by offering a single card solution for all purchases. - It provides financial flexibility by allowing users to choose between paying now or later. - The card is accepted anywhere Visa is accepted, ensuring widespread usability. # Benefits - Versatile payment options - Financial flexibility - Convenience # Features - One card for every checkout - Pay now or later - Anywhere # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer using the Klarna card in various scenarios. # Storyline - 00:00–00:01 The ad opens with a close-up of the Klarna card against a blurred background of a city street. - 00:00–00:01 The message conveyed is that the card is versatile and can be used in various locations. The perspective is from someone holding the card, showcasing its sleek design and modern appeal. The tone is informative and straightforward. - 00:01–00:02 The scene transitions to a hand tapping the Klarna card on a payment terminal. - 00:01–00:02 This demonstrates the ease of use and functionality of the card in a typical retail setting. The perspective remains from the user's point of view, emphasizing the convenience of the payment process. The tone is practical and efficient. - 00:02–00:03 The card is then shown hovering over another payment terminal. - 00:02–00:03 This reinforces the card's compatibility with different payment systems. The perspective is still from the user, highlighting the card's widespread acceptance. The tone is reassuring and reliable. - 00:03–00:05 The ad cuts to a display of beautifully packaged goods, with the Klarna card held in front. - 00:03–00:05 This suggests that the card can be used to purchase a variety of items, from everyday essentials to luxury goods. The perspective is from the shopper, emphasizing the card's versatility and appeal. The tone is aspirational and enticing. - 00:05–00:07 The video concludes with the Klarna logo displayed prominently on a dark background. - 00:05–00:07 This reinforces brand recognition and leaves a lasting impression on the viewer. The perspective is from the brand, asserting its identity and presence. The tone is confident and established.

# Ad summary This ad showcases the Klarna card and its benefits by using miniaturized, whimsical visuals. The Klarna card is animated as it lifts weights with blueberries and rocks. The text overlay encourages viewers to use the Klarna card to receive cashback. # Brand positioning Klarna is presented as a modern and financially savvy brand. The ad promotes ease and accessibility by showcasing the brand's debit card. The overall tone is lighthearted and playful, suggesting that Klarna makes financial transactions fun and rewarding. The brand differentiates itself by highlighting cashback on debit purchases, setting it apart from traditional credit card rewards programs. The brand aims to make financial management approachable and appealing to a younger audience through its engaging and quirky creative style. # Product The Klarna card is a debit card that offers cashback on every purchase. The Klarna card is for anyone looking to earn rewards on their debit spending. The card is presented as a tool for "delivering the gains," emphasizing the financial benefits it offers to users. The main USP is that you get cashback on every debit purchase. # Visual style The ad has a whimsical and playful aesthetic. The use of miniatures and bright colors gives it a fun and approachable feel. The editing is static. The production quality is high, with attention to detail in the miniature set design. The pacing is slow and consistent, emphasizing the quirky visuals. # Hooks Text overlay: 00:00–00:02 Get cashback on every debit purchase. / 00:00-00:06 Paid membership required. T&Cs apply. Visual: 00:00–00:06 Close-up shot of a miniature weight bench made from popsicle sticks. A light green Klarna debit card lies flat on the bench, positioned as if it's about to lift weights. The weights are miniature skewers with blueberries on each end. The background is a light wooden surface scattered with a few blueberries and pebbles. The camera is static. The lighting is bright and even. Text overlays appear throughout the shot. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of not receiving rewards on debit card purchases. # Value propositions - Get cashback on every debit purchase. # Benefits - Delivering the gains # Features - Debit card - Cashback on every purchase # Call to action None used. # Point of view - Brand 100% – The ad presents an official visual and messaging from the brand. # Storyline - 00:00–00:06 The Klarna card is shown on a miniature weight bench, ready to lift weights.

# Ad summary This ad showcases the Klarna card and its cashback rewards program. The ad uses visuals of gold coins falling around the card to emphasize the rewards. # Brand positioning Klarna is presented as a modern and rewarding financial service, specifically through its Klarna card. The brand aims to occupy a space in the consumer's mind as a provider of cashback rewards for everyday spending, making it an appealing option for those seeking financial benefits from their purchases. The brand aligns with a lifestyle of convenience and financial savviness, promoting the idea that consumers can earn rewards simply by using their card for regular expenses. Klarna's positioning is functional, focusing on the tangible benefits of cashback, while also appealing to the emotional desire for financial gain and smart spending. # Product The Klarna card is a Visa card that offers cashback rewards for everyday spending. The card is designed for individuals who want to earn rewards on their regular purchases. The card is black with the Visa logo in the upper left corner and the Klarna logo in pink at the bottom. The ad emphasizes that users can "get rewarded for everyday spending" with this card. The ad addresses the purchase barrier of not receiving any benefits from everyday spending by offering cashback rewards. # Visual style The ad has a polished and clean aesthetic, with a focus on showcasing the Klarna card and its rewards. The editing style is simple, with static shots and smooth transitions. The production quality is high-end, creating a sense of sophistication and trustworthiness. The visual motif is the falling gold coins, which emphasize the cashback rewards. The pacing is slow and consistent, allowing viewers to focus on the product and its benefits. # Hooks Text overlay: 00:00–00:06 The Klarna Card, with cashback. Visual: 00:00–00:01: A close-up shot of the Klarna card on a black surface. The card is black with the Visa logo in the upper left corner and the Klarna logo in pink at the bottom. The lighting is bright, highlighting the card's details. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of not receiving any benefits or rewards from everyday spending. # Value propositions - The Klarna Card offers cashback, providing a tangible reward for everyday spending. # Benefits - Get rewarded for everyday spending. # Features - Klarna Card - Cashback rewards # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its benefits. # Storyline - 00:00–00:01 The ad begins by introducing the Klarna card and its cashback feature. - 00:01–00:06 The ad transitions to show gold coins falling around the Klarna card, emphasizing the rewards aspect. - 00:01–00:06 The ad highlights that the Klarna card allows users to get rewarded for everyday spending.