Lady Gaga is teaming up with Tiffany & Co.
The pop star will appear in a new Super Bowl ad for the brand as part of its Legendary Style campaign to launch the new collection, Tiffany HardWear. The 60-second spot is completely unscripted, with Gaga opening up about her ongoing creative journey and longtime passion for Tiffany. Though the brand has handcrafted each Vince Lombardi trophy for the last 50 years, this will mark its first-ever Super Bowl commercial.
"I always want to be challenging the status quo, it's who I am," she says in a new 15-second teaser.
"I love to change," she adds. "It's pretentious to talk about how creative you are -- I don't feel that way at all. I think it's empowering and important."
A press release announcing the partnership describes the Tiffany HardWear collection as embodying "the strength and spirit of the modern woman, imbued with the soul of New York." To that end, it also praises the "Bad Romance" singer as "a true New Yorker and style icon who is fiercely feminine and fearlessly original."
The new collection will be available beginning April 18 and in-store worldwide on April 28. Limited and exclusive pre-orders will be available beginning Feb. 5, the same day as the big game.
According to a Tiffany & Co. insider, the ad is expected to run just before Gaga hits the stage to perform for the Super Bowl LI halftime show. But when it comes to Gaga's wardrobe and accessories for the big gig, her team is keeping all those details under wraps -- including whether or not she'll be sporting Tiffany jewels during her performance.