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Tag: cousin itt

What is it? What is it? What is it?

The video above is:

A. Retired Olympic swimmer Michael Phelps’ latest interspecies race challenger, Chewbacca, in training for their upcoming competition.

B. An advertisement for hair conditioner.

C. Cousin Itt, after falling into The Addams Family pool.

D. An Afhgan hound underwater.

“D” would seem the most obvious answer, given the camera eventually reveals a distinctive snout, but the mermaid-ish way the creature’s arms are stroking is not the least bit dog-like.

woof in advertisingIt’s actually an animation — one of a series of ads for Klarna, a Swedish e-commerce company that provides payment services for online storefronts. It’s intended to depict how “smoothly” their transactions take place.

Get it?

Chief Marketing Officer David Sandström said he and is team were trying to think of the smoothest things possible to feature in a video ad. They eventually landed on the idea of a creature with flowing tresses gliding underwater.

“The hair was a big, big part of it,” he told The Daily Dot.

The video floated around for a year on YouTube, receiving little attention.

But when Klarna shared it last month on Instagram, it quickly went viral as people tried to figure out what exactly the swimming creature was.

That — creating the mystery — was the whole idea behind the ad, Sandström said.

“We want to create a feeling of, ‘What the f–k is this?’ It’s important to us that people don’t understand what it is. The internet loves strange things. The internet loves weird.”

And even people who aren’t sure what it is want to know where they can order one, Sandström said.

“People have emailed us saying they want one and asking where they can get one.”