Tiffany & Co. joins Super Bowl for first time with Lady Gaga

See the teaser for the legendary jeweler's 60-second unscripted film.

Since Tiffany & Co. has fashioned every Vince Lombardy trophy in history, one could say it's always had a brand presence at the Super Bowl. But the jeweler has never advertised in the Big Game — until this year. Just before her halftime performance, Lady Gaga will promote the brand's newest line HardWear in a 60-second, unscripted film. Chief Brand Officer Caroline Naggiar said Tiffany & Co. didn't "set out to make a Super Bowl spot...in fact, we haven't shown advertising on television in 20 years." But, she said, the film "felt so compelling and authentic," they just had to drop an estimated $5 million on the media buy. One thing missing from the spot, however, is creative agency Ogilvy & Mather. Naggiar said it's still engaged in "special projects" for the brand, but that this film was produced in-house in partnership with former Vogue creative director Grace Coddington, like the holiday spot featuring Elle Fanning.

Credits

Tiffany Chief Brand Officer
Tiffany Creative Director
Creative Partner
Tiffany Public Relations
Tiffany Executive Producer
Director
Executive Producer
Director of Photography
Production Designer
Stylist
Stylist’s Associate
Production Associates
Head of Film at Studio RM
Post Producer for Studio RM
Audio Mixing

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