January 31, 2017
Lady Gaga will officially be everywhere on Super Bowl Sunday—save for playing in the game. The pop star is the face of Tiffany & Co.’s new fashion jewelry collection, Tiffany HardWear, and will star in an ad for the line during the game’s broadcast, the company told VF.com. Gaga’s reveal for the brand will take place in a short spot that will air before the singer performs at the Super Bowl halftime show on February 5, 2017.
Comprised of behind-the-scenes footage from her campaign shoot, the 60-second ad features the singer talking about empowerment and her own creative journey. The Tiffany HardWear collection will be available for limited and exclusive pre-orders on February 5. It arrives in stores April 28 and comes to Tiffany.com May 2. Former Vogue creative director Grace Coddington served as creative director of the New York–centric Gaga campaign, which was photographed by David Sims. “In New York, you're born knowing that Tiffany is the best, and that it is where the magic happens,” Gaga said in a statement. The shoot is part of Tiffany’s long-running Legendary Style campaign, which has previously featured Lupita Nyong’o and Elle Fanning.
Though this marks the first time Tiffany has advertised during the Super Bowl, it has a long connection with the game. The company has crafted the Vince Lombardi Trophy, awarded to the winning team, since the game’s inception.