It might defy conventional wisdom that Tiffany & Co. and the NFL have anything in common—one is Robin’s egg blue, calm and delicate; the other visceral, violent and often brutal. And yet the brands have been intertwined for half a century. And this year, Tiffany & Co. is teaming up with the Super Bowl in a more high-profile way in its first TV ad in 20 years—and for the occasion, it’s bringing in Lady Gaga.
The ever-evolving artist and musician will appear both as the star performer during the Pepsi Halftime show at Super Bowl LI and as Tiffany’s new spokesperson.
In Tiffany’s first Super Bowl spot, Lady Gaga talks about challenging the status quo. Her message promotes the Tiffany HardWear line, defined by Tiffany as “elegantly subversive” and capturing “the spirit of the women of New York City.”
The message from Gaga on Tiffany’s behalf will be unscripted and completely the artist’s own. It’s part of the brand’s ongoing “Legendary Style” campaign that features women actors, artists, musicians, models and other legends such as Vogue‘s former creative director Grace Coddington, below, all chosen “for their intelligence and authenticity.”
In fact, Coddington was creative director of Tiffany’s New York–centric Lady Gaga campaign, which was photographed in New York, Gaga’s hometown, by David Sims.
The city is also a reminder of the American dream and Gaga’s journey, from a private school girl in Manhattan to a struggling musician who lived in a cold water flat on the Lower East Side while working towards her big break to reaching the stratosphere of global fame she now permanently resides in.
“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 brand is definitive and iconic, yet continues to push and evolve with the times,” she added. “To me, Tiffany represents timeless American jewelry.”
Interestingly, Tiffany’s Super Bowl campaign will not be seen coast to coast but will air in select markets, including Los Angeles, Boston, Washington DC, Atlanta, Houston, Chicago, Philadelphia, San Francisco, Miami and, of course, New York.
— Tiffany & Co. (@TiffanyAndCo) November 4, 2016
The Gaga-Tiffany pairing might not come as a huge surprise to Lady Gaga’s biggest fans. In a November New York Times Magazine profile, Lady Gaga was identified as wearing numerous Tiffany baubles. And on social media, Tiffany has also been drawing attention to the singer.
The 60-second Gaga spot will be the first TV ad from the iconic brand in two decades. Its move to reach out and engage is no accident. While Tiffany & Co. remains a famous and respected American name with loads of brand recognition, it’s been a tough few years.
Tiffany saw a 4% sales drop in the 2016 holiday season, which it blamed on the chaos surrounding its neighbor, Trump Tower. But generational trends in have also aligned against Tiffany’s core products. Millennials, it seems, are not as crazy about diamonds as previous generations.
Still, Lady Gaga is a smart choice for Tiffany when it comes to relevance. And it’s no surprise the product Gaga wears in the spot is a diamond-free “subversive” bracelet.
The Tiffany HardWear Collection will be available on Tiffany.com beginning May 2nd and in-store worldwide on April 28th, with limited and exclusive pre-orders available beginning February 5th.
This also brings us to Tiffany’s long history with the Super Bowl. The Vince Lombardi Trophy—the famous platinum pigskin atop a pyramid—was designed and crafted by Tiffany in 1967 for the first-ever NFL Super Bowl. (It went to the Green Bay Packers.)
Legend has it that the trophy was designed by a Tiffany & Co. vice president on the back of a cocktail napkin while at a lunch with then NFL commissioner Pete Roselle. The trophy was later named in coach Lombardi’s honor—and the rest is history. To this day, Tiffany craftsman still inscribe the names of the annual winners on the trophy.
The seven-pound, 22-inch tall NFL trophy is not the only major sports award made by Tiffany & Co. The US Open, the Triple Crown Polo championships and the towering Indianapolis “Indy 500” Race Cup are all Tiffany products.