When one thinks of the Super Bowl, they think a masculine event, and for a luxurious 60 seconds, Lady Gaga and Tiffany will grab airtime with a beautiful ad featuring Gaga with Vogue’s former creative director Grace Coddington and the legendary David Sims behind camera. As Gaga tweets, ‘just one lady in a long time of generation of women’ – a refreshing juxtaposition between testosterone-driven ads. It’s an ever-so-subtle message of female empowerment.
The ‘fiercely feminine’ artist will be doubling up her involvement with the Super Bowl as she will be performing the half-time show – a privilege amongst artists to be on one of the biggest televised music stages. ‘I always want to be challenging the status quo’ she says in teaser with Tiffany, and no doubt she will light up Sunday with her candid self-expressions. She ends talking about her creative process, “it is empowering and important, and I’m coming for you.”
This is Tiffany’s first time advertising during the Super Bowl and backing Lady Gaga will be a reminder to all that glamour is nothing short of power and elegance – just like receiving jewelry. The focus of Tiffany’s campaign is their HardWear collection; a sleek curation perfect for the modern, sensible woman. That’s why this collaboration between the brand and artist makes so much sense – they’re both purists in a way. Pure in the elegance of an independent woman and subversive in her delicate strength.
From Monday, February 6th – April 28th there will be a special pre-sale launch of 10 HardWear styles. Merchandise is available for purchase on Tiffany.com (US only) and will be on display in-store at South Coast Plaza.”