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Tiffany Promises 'Subversive' Lady Gaga In First Super Bowl Spot

Those who think of the Super Bowl as testosterone-driven are in for a shock from Tiffany & Co., which is bringing Lady Gaga to the Big Game to introduce its “fiercely feminine” HardWear collection.

The ad marks the first time the luxury retailer has advertised during the Super Bowl, and it’s all in, with a 60-second spot starring the singer in an unscripted conversation about creativity.

The company, which has released a teaser for the ad, says it is part of its ongoing Legendary Style campaign. Created by Tiffany’s in-house team, in partnership with Grace Coddington and shot by David Sims, it showcases the upcoming HardWear collection, which hits stores in April. “I’m coming for you,” the singer, who is also starring in this year’s Pepsi HalfTime Show, promises viewers.

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Tiffany says it intends to introduce the spot on its website the day of the game, and that campaign images are scheduled to appear on print and digital channels all spring. That’s likely to have a powerful impact on social media, as well: With 65 million followers, @LadyGaga is one of Twitter’s Top 10 most followed. 

“For more than 180 years, the world’s chicest women have chosen Tiffany jewelry as a powerful expression of who they are,” said Caroline Naggiar, Tiffany’s chief brand officer, in its announcement. “This campaign celebrates Tiffany’s rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of this collection.”

Gaga is shown sporting items from the new line, including $2,500 earrings. Tiffany describes the collection as “fiercely feminine” and “elegantly subversive.” 

The hefty investment in one-shot advertising—its ad is 60 seconds, and 30-second spots are said to be selling for $5 million this year—comes at a less-than-glittering time for the fabled jeweler. 

Over the important November/December holiday season, it achieved a small sales gain to reach $966 million, from $961 million in the same period a year ago. But that was powered by advances in Asia-Pacific and Japan, while North American same-store sales dropped 4%. The biggest pain came from the company’s Fifth Avenue flagship, close to Trump Tower, and it attributes that 14% decline in part to traffic disruptions following the election.

And while this is the first time Tiffany is advertising during the game, it’s no stranger to football and has been handcrafting the game’s Vince Lombardi Trophy for 50 years.

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