Lady Gaga has had many roles, from pop star musician to Versace model to actress to meat-wearing fashion controversialista (we just made that one up) to activist and role model. This weekend she will not only perform at the Super Bowl Halftime Show, but also debut her new jewelry collaboration with Tiffany & Co.–Tiffany HardWear–in a 60 second TV spot.
Tiffany and the Superbowl might seem like unlikely partners, but the jeweler actually crafts the Vince Lombardi Trophy every year, so it’s actually not a stretch. Even so, Tiffany’s Super Bowl ad is the first of its kind. The spot is the latest in Tiffany’s Legendary Style campaign, which features Lady Gaga chatting about creativity.
Tiffany HardWear features 18-karat gold and silver rings, pendants, earrings and necklaces and reportedly draws inspiration from the brand’s 1971 archival unisex bracelets. The collection officiallyl launches for sale on Tiffany.com on April 18 (and hit stores on April 28) but it will be available for pre-order on Super Bowl Sunday, February 5.
The clip below is a preview to the one that will air during the Super Bowl.