On Tuesday, Tiffany & Co. revealed that Lady Gaga would be starring in their Super Bowl ad.
This marks the first time in 20 years that the jewelry company has released an in-game Super Bowl commercial, and it will air just before Gaga takes the stage for her halftime performance. According to Business Insider, the spot will launch Tiffany’s “Legendary Style” campaign and the HardWear collection. In the ad, Gaga talks about the need for creativity, which is fitting considering Tiffany’s has designed and produced the Super Bowl winners’ trophy since 1967.
The creative director for the commercial, former Vogue creative director Grace Coddington, is a former model, and according to a 2016 article in The Guardian, she “has produced some of fashion’s most memorable imagery.” The article goes on to say, “Her pictures might be jolly and decadent or moody and mysterious, but they always tell a story – and a sweeping, vivid yarn at that.”
The full-length ad that airs tonight will run 60 seconds, and will involve Gaga discussing what it means to challenge the status quo. In the preview, Gaga can be heard saying, “I love to change. It’s pretentious to talk about how creative you are; I don’t feel that way at all. I think it’s empowering and important, and I’m coming for you.” NY Mag has revealed that Tiffany’s HardWear collection will be available for preorder after the commercial airs tonight, but it won’t arrive in store until April 28.
Gaga’s halftime show has gotten a lot of buzz over the past few weeks– many are wondering if she’ll bring up politics before starting her performance. Others have speculated that Beyonce may be joining her onstage. Gaga has been allotted 12 minutes for her halftime show, and will be seen by more than 100 million people across the globe.