Week 5 EOC: The Brand Idea The Big Idea

During Super Bowl 51 Tiffany and Co showcased Lady Gaga as the spokesperson for their new HardWear collection. They are now the first luxury brand to participate in a Super Bowl advertisement, which is believe to be fitting considering they are the oldest fashion label having started in 1837.  "This campaign celebrates Tiffany's rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of the collection." (http://adage.com/article/special-report-super-bowl/tiffany-taps-lady-gaga-super-bowl-ad/307747/) The commercial is geared to show case their new modern approach to jewelry and advertising style. We can thank Grace Coddington for this new advertising look, now that she has embarked on her independent creative journey after 50 years with Vogue magazine, she has the freedom to work with the brands of her choice. Lady Gaga is channeling old Hollywood glamour very reminiscing of the late and great Audrey Hepburn, who was the face of Tiffany during her career. Since the airing of their 60 second Super Bowl 51 commercial 1,781,692 people have gone to YouTube to watch it again (me being one of those people). As a 25 year old expressive fashion lover of course I love Tiffany but their products never matched my current everyday style. I believe Lady Gaga was picked to bring a new customer to the brand by way of their new collection. “HardWear — one of the last design projects overseen by outgoing creative director Francesca Amfitheatrof — is due to hit stores worldwide on April 28, and will launch on Tiffany’s web site on May 2. A limited selection of designs will become available for pre-order on Feb. 5 — Super Bowl Sunday. They are comprised of 18-karat gold and sterling silver, and are inspired by archival unisex bracelets originally designed by Tiffany in 1971. The range will include rings, pendants, earrings and necklaces”. (http://wwd.com.ai.libproxy.edmc.edu/fashion-news/fashion-scoops/tiffany-lady-gaga-super-bowl-commercial-10771070-10771070/)