Visa, the 30-year sponsor partner of the NFL, is not ponying up the $5 million+ for an ad in this year’s Super Bowl.
However, Tiffany & Co. is releasing its first TV spot in over 20 years. The campaign will premiere in a 60-second film to air during Super Bowl LI on Sunday, February 5, a first for the Brand.
Best of all, Lady Gaga will be featured and will represent Tiffany’s latest Legendary Style campaign, launching a new fashion jewelry collection.
The subjects of the Legendary Style campaigns are women of confidence, beauty and substance, chosen for their intelligence and authenticity. Whether they are actors or artists, models or musicians, they are true originals and make their own rules—and Lady Gaga personifies these ideals.
The new Tiffany HardWear collection featured in the campaign embodies the strength and spirit of the modern woman, imbued with the soul of New York. With its bold 18k gold and sterling silver pieces, Tiffany HardWear is a study in the purity of design. Inspired by a unisex bracelet from 1971 in the Tiffany Archives, Tiffany HardWear builds on this design to include earrings, rings, necklaces and pendants. Urban and elegant, Tiffany Hardwear is as strong as the woman who wears it.
The campaign was creative directed by Tiffany’s in-house team in partnership with Grace Coddington, and shot by David Sims.
The 60-second film will be available Super Bowl Sunday on Tiffany.com, and campaign images will appear across print and digital channels throughout the spring. The Tiffany HardWear Collection will be available online beginning May 2 and in-store worldwide on April 28, with limited and exclusive pre-orders available in the U.S. beginning February 5.
While Tiffany has handcrafted the Vince Lombardi Trophy for the Super Bowl champion for each of the past 50 years, the Brand has never before been featured in a Super Bowl advertisement. Tiffany is the internationally renowned jeweler founded in New York in 1837.