Don’t call it a comeback, but Tiffany & Co. is releasing its first TV spot in over 20 years. To make that even sweeter is the fact that the regional 60-second ad is coming to Super Bowl LI. This marks the first time the jewelry company is advertising in the Big Game.
The spot launches a new campaign, titled “Legendary Style,” to launch Tiffany HardWear, a new fashion jewelry collection. The campaign will feature “women of confidence, beauty and substance, chosen for their intelligence and authenticity,” the company said in a press release.
For its Super Bowl debut, Tiffany & Co. chose Lady Gaga, who also is performing in the halftime show, to appear in an “unscripted film” for the company.
The campaign creative was directed by Tiffany’s in-house team in partnership with Grace Coddington and was shot by David Sims. It will air in the following markets: New York, Los Angeles, Boston, Atlanta, Houston, Chicago, Philadelphia, San Francisco, Washington D.C., and Miami.
Lady Gaga will speak about her own “creative journey towards self-expression and empowerment” as well as her “lifelong passion for the brand.” Watch the teaser below.
Fun fact: the Vince Lombardi Trophy given to each year’s Super Bowl champion was handcrafted by Tiffany & Co., but this is the first time the company is featured in an advertisement during the game.
The commercial will also be supported by a social and search campaign led by MEC Global, which is Tiffany’s global media agency of record.