As Tiffany & Co. makes an effort to revamp its image and advertising, the classic jeweler has not only selected edgy Lady Gaga as the face of their new HardWear line, but the company has also just released its first television advertisement in twenty two years. Last night at Super Bowl LI, one of the most talked about commercials was Tiffany & Co.’s.
The commercial centers around a black and white clip of a conversation with the talented artist, who discusses creativity, power, and challenging the status quo. Gorgeously executed, the clip shows Gaga outfitted in an classic black turtleneck and a sleek chignon reminiscent of Audrey Hepburn as she plays harmonica, talks, and lounges on the floor.
The Tiffany & Co. ad feels especially genuine and raw as Gaga talks about being a native New Yorker and how deeply the jewelry brand is woven into New York culture, again nodding to Audrey Hepburn and her iconic role in Breakfast at Tiffany’s as she says,
“I grew up in New York City and I was born there, and you’re born knowing that Tiffany [& Co.] is the best. You know that you will have a truly special moment if you go to the Tiffany store and look into those windows.”
Lady Gaga is the perfect new, quintessential face of Tiffany & Co. as she is not only edgy and groundbreaking, but she also carries an poised, “old hollywood” air about her, which is perfect for the iconic brand’s attempt to push the label and modernize with elegance. Check out the commercial for yourself below.