In his staggering near 30-year career, we’ve been witness to several incarnations of the iconic rapper that is Snoop Dogg. Snoopzilla (yes, real talk). Snoop Lion. And now, we’re privy to the glossiest version of the musician thus far: Smoooth Dogg. That’s three o’s in case you were wondering.

This announcement comes in line with the news that the artist has invested in Swedish payment company, Klarna – a pay-later system which essentially takes the friction out of shopping, and makes it, er… smoother. Customers are able to shop and then pay at a later date. Yes, it’s all pretty smooth.

“I’ve been looking for an opportunity to expand my tech investment portfolio to Europe and seeing the way Klarna operates and how they challenge the status quo, I think it’s a match made in heaven”, says Snoop Dogg. “Being crowned Smoooth Dogg was only the beginning, we got much more in store coming up.”

A series of campaign posters and off-kilter videos promote the new partnership, which see the rapper in various hilarious scenarios with a group of blonde Afghan hounds.

In the first, Smoooth Dogg is seen with IRL friends and family having a coronation-style event as he transitions to his new name, marked by him putting on two ludicrously large slogan bar rings emblazoned with “SMOOOTH DOGG.”

The second video sees the dogs seated at a banquet table, hungrily watching the musician glide peanut butter down an impossibly long baguette half. And in the final video, he lounges in a mansion-sized pink silk bed, surrounded by his obedient hounds. He croons: “Knowing that I can pay for all this later makes me so… relaxed.”

The message has been successfully conveyed. Klarna makes things smooth.

Watch the videos below. Find out more at Klarna.com