A behind-the-scenes shot from the filming of Tiffany’s new Legendary Style campaign featuring Stefani Germanotta, a/k/a Lady Gaga. (Photo courtesy of Tiffany & Co.; Photo credit: Hanna Besirevic)
New York--After rolling out its first ad featuring a same-sex couple in 2015 and loosening the reins on its distribution network in 2016 by selling on Net-a-Porter, Tiffany & Co. is trying something else new.

Come this Sunday, the jeweler will run the first Super Bowl commercial in its 179-year history.

The 60-second spot will star singer Lady Gaga--who also happens to be this year’s Super Bowl halftime entertainment--and promote a new collection that Tiffany plans to launch in the spring.

A Tiffany spokesperson said the ad will air before halftime in 10 markets and be available during and after the game on Tiffany’s website.


Tiffany declined to say how much it spent on the minute-long spot, though it certainly did not come cheap. The Super Bowl regularly draws more than 100 million viewers, and advertisers pay millions to reach that vast audience, with Variety reporting that Fox Sports was going to ask more than $5 million for a 30-second spot for this year’s big game.

Tiffany’s Super Bowl ad is part of a larger, new partnership between the New York-born jeweler and the New York-born singer.

Lady Gaga, whose real name is Stefani Germanotta, is the face of Tiffany’s latest Legendary Style advertising campaign. The Gaga-fronted campaign is designed to promote the jeweler’s new collection, Tiffany HardWear.

Set to launch in the spring, HardWear features 18-karat gold and sterling silver earrings, rings, necklaces and pendants that were inspired by a unisex bracelet that Tiffany first made in 1971.

20170202 Tiffany HardWearThis archival photo provided by Tiffany & Co. shows the unisex ball-and-chain bracelet upon which HardWear was based. Designed by the late Donald Claflin, the bracelet pictured here is 18-karat gold with a diamond-studded padlock.
Tiffany described the line as “urban and elegant.”

The jeweler’s in-house team worked with stylist Grace Coddington to create the campaign, which was shot by David Sims. It will appear in print and digital channels throughout the spring.

The collection itself will be available on Tiffany’s website beginning May 2 and in stores worldwide on April 28.

The premiere of the campaign promoting HardWear will be the 60-second film that airs during the Super Bowl; that film will remain on all Tiffany digital channels following the game.

Super Bowl LI is scheduled to take place Sunday in Houston, with the New England Patriots taking on the Atlanta Falcons.

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