# Payment-Divvying Cowboy Ads Klarna's Four Quarter-Sized Cowboys are Played by Maya Rudolph By Ell Smith | Published 2021-02-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/klarnas-four-quartersized-cowboys References: [adweek](https://www.adweek.com/agencies/maya-rudolph-miniature-cowboys-klarna-super-bowl-ad/) & [klarna](https://www.klarna.com/international/) The four quarter-sized cowboys is an ad spot from [Klarna](https://www.trendhunter.com/trends/thats-smoooth) that stars Maya Rudolph. The funny ad spot sees the comedian playing four different characters - each one is a quarter-sized version of a real cowboy. In the ad, the four Rudolphs approach a stylish pair of boots on horseback. Eventually, the group announce that they'll purchase the boots as a team, with each quarter making an equal portion of the payment. The ad cleverly highlights Klarna's business ethos, which helps consumers shop by breaking down big purchases into smaller payments. The [celebrity-staring ad](https://www.trendhunter.com/trends/doja-cat-2) will air in the fourth quarter of the game, and serves as yet another example of brands that are dedicating their ad budget to the big game. Image Credit: Klarna ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 9% | Activity: 20% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Payment-partitioning Services:** There is an opportunity for payment services to focus on breaking down purchases into more manageable and digestible payments. - **Celebrity-endorsed Ads:** By partnering with a well-known celebrity, brands can increase their reach and create more engaging advertising content. - **Humorous Advertising:** Humor is a way to make a brand memorable and has the potential to increase engagement and sales through a viral effect. ### Where This Applies - **Fintech Industry:** Fintech companies can capitalize on the trend of payment-divvying services to offer consumers more financial flexibility and control. - **Entertainment Industry:** Opportunities for celebrities to endorse products is expanding with the growth of social media, creating new branding opportunities and revenue streams. - **Marketing Industry:** Humorous advertising can be a viable strategy for brands looking to connect with audiences and create a memorable impact in a crowded advertising landscape. ## Related on Trend Hunter - [Kickoff Footwear Commercials](https://www.trendhunter.com/trends/skechers-big-game.md) - [United Mascot Commercials](https://www.trendhunter.com/trends/instacart-super-bowl.md) - [Humorous Payment Platform Campaigns](https://www.trendhunter.com/trends/paypal-checkout.md) - [Humorous AI-Forward Spots](https://www.trendhunter.com/trends/act-like-you-know.md) - [Celebrity-Starring Super Bowl Ads](https://www.trendhunter.com/trends/doja-cat-2.md) - [Humorous Star-Studded Chip Campaigns](https://www.trendhunter.com/trends/call-of-the-mustaches.md) - [Comedic E-Commerce Brand Spots](https://www.trendhunter.com/trends/instacart-unveiled-a-teaser.md) - [Heroic Protein Commercials](https://www.trendhunter.com/trends/the-big-hill.md) - [Football-Inspired Pizza Offerings](https://www.trendhunter.com/trends/the-real-deal.md)