Tiffany & Co champions Lady Gaga campaign at Super Bowl LI

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Pop sensation Lady Gaga will represent Tiffany & Co in the brand’s SS17 Legendary Style campaign.

Tiffany & Co will kick start the campaign launch during the Super Bowl LI on Sunday, February 5, with a 60-second film. While Tiffany has handcrafted the Vince Lombardi Trophy for the Super Bowl champion for the past 50 years, the brand has never before been featured in a Super Bowl advertisement.

The film features Lady Gaga speaking unscripted about her lifelong passion for the brand and about her own creative journey towards self-expression and empowerment.

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The subjects of the Legendary Style campaigns are always 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 certainly personifies these ideals.

“In New York, you’re born knowing that Tiffany is the best, and that it is where the magic happens. The brand is definitive and iconic, yet continues to push and evolve with the times,” Lady Gaga shares. “To me, Tiffany represents timeless American jewellery.”

The new Tiffany City HardWear collection will be featured in the campaign. With its bold 18ct gold and sterling silver pieces, Tiffany City HardWear is a study in the purity of design and has beem inspired by a unisex bracelet from 1971 in the Tiffany Archives. Tiffany City HardWear builds on this design to include earrings, rings, necklaces and pendants.

“For more than 180 years, the world’s chicest women have chosen Tiffany jewelry as a powerful expression of who they are,” says Caroline Naggiar, chief brand officer of Tiffany & Co. “This campaign celebrates Tiffany’s rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of this collection.”

The campaign was directed by Tiffany’s in-house team in partnership with Grace Coddington, and shot by David Sims. After the premiere the campaign images will appear across print and digital channels throughout the spring.

The Tiffany City HardWear Collection will be available in-store worldwide from April 28, with limited and exclusive pre-orders available beginning February 5.

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