Tiffany & co adds to Lady Gaga's Super Bowl duties with first big game ad in two decades

Lady Gaga’s involvement with the Super Bowl appears to be rather extensive, on top of a half time show and some activity with Bud Light, the official beer sponsor of the event, she’ll be featuring in an ad for Tiffany & co.

The jewellery company announced on Tuesday that the popstar would indeed lead its marketing activity, the first it’s had at the Super Bowl for 20 years.

“In New York, you're born knowing that Tiffany is the best, and that it is where the magic happens. The Brand is definitive and iconic, yet continues to push and evolve with the times,” said Gaga.

Caroline Naggiar, chief brand officer of Tiffany & co, said: “For more than 180 years, the world’s chicest women have chosen Tiffany jewelry as a powerful expression of who they are.

“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.”

The campaign was creative directed by Tiffany’s in-house team in partnership with Grace Coddington, and shot by David Sims. The 60-second film will be available Super Bowl Sunday on, and stills will be pushed across print and digital channels in spring.

The ad will be supported by a social and search campaign lead by MEC Global, Tiffany’s global media agency of record.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.