Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Today, the famed jewelry company unveiled a new collection called HardWear that’s being hawked by Lady Gaga in a commercial airing during the Super Bowl. The 60-second ad, which could cost as much as $10 million (cost for a 30-second spot is over $5 million this year, according to CNBC) is certainly a play for mass appeal.
Check it out:
So what’s she wearing in the one-minute ad? The HardWear jewelry collection (available for pre-order today), which somehow feels Gaga-appropriate.
Tiffany & Co. is billing the collection as “elegantly subversive,” stating that the unisex-inspired pieces symbolize the “power and edge of the city and the energy of its streets.” The collection is the last from creative director Francesca Amfitheatrof, whose departure was announced last month.
That edginess aligns with Gaga — in theory. But the campaign itself is far more muted, with Gaga lolling around, all chignon’d and black turtleneck’d, in what looks like a penthouse apartment with lots of chic neutral furniture.
Will any of the millions of Super Bowl viewers buy it?
Update: February 5th, 2017, 8:09 p.m.
This story has been updated with the aired Super Bowl commercial.