Lady Gaga Will Star in Tiffany’s First Super Bowl Ad

The 60-second spot is the company's first TV ad in 20 years

Headshot of Sami Main

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.

Vogue creative director Grace Coddington and Lady Gaga
Hanna Besirevic

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.

@samimain Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.