It’s no secret that the Super Bowl commercials are always epic, but this year they are really going to sparkle.
Tiffany & Co. announced today that Lady Gaga is the new face of the brand’s latest Legendary Style campaign, launching a new fashion jewellery collection called Tiffany HardWear. The campaign will premiere in a 60-second film that will air during the 51st Super Bowl on Sunday, February 5—this is a first for the storied jewellery house; it’s never been featured in a Super Bowl ad before. It’s the cherry on top of an already big day for Lady Gaga, too, since the 30-year-old singer will be performing the Super Bowl halftime show this year. (Though there’s a petition going around, we can’t imagine they would ever cancel her killer act!)
The new Tiffany HardWear collection that Gaga wears in the campaign features bold 18-karat gold and sterling silver pieces inspired by a 1971 unisex bracelet from the brand’s archives. “In New York, you’re born knowing that Tiffany is the best, and that it is where the magic happens,” said Lady Gaga in a statement released by Tiffany & Co. “The brand is definitive and iconic, yet continues to push and evolve with the times.” The Tiffany HardWear collection will be available in-store worldwide on April 28 and on Tiffany.com starting May 2. For those who can’t wait to get the Gaga look premiering on Super Bowl Sunday, limited and exclusive pre-orders will be available on February 5 (a.k.a. game day).
In the meantime, Lady Gaga has been busy prepping her halftime show—and having a few laughs with her family. She recently posted a video on her Instagram account of herself doing cartwheels in the end zone with her mom.
With just a few days to go until the big game, we’re counting down the hours until Gaga takes the stage. Until then, we’ll be watching this teaser video from Tiffany & Co.’s latest campaign (shot by David Sims with creative direction by Grace Coddington) starring you-know-who. Check out the clip below.