Lady Gaga‘s fans are in for yet another treat at this year’s Super Bowl. Not only does the pop star have the duty of headlining the halftime show, but she’ll also be appearing during one of the equally anticipated commercial breaks. Tiffany & Co. announced today that Lady Gaga is the face of their new fashion jewelry collection, Tiffany HardWear, and she will star in the company’s first ever Super Bowl commercial. If it seems odd that the storied jewelry brand and the NFL should have anything to do with each other, consider that Tiffany & Co. designed the winning team’s prize, the Vince Lombardi Trophy, when the Super Bowl started over 50 years ago.
As reported by Vanity Fair, the commercial will feature behind-the-scenes footage from Gaga’s campaign shoot. David Sims photographed the ad, and Vogue creative director at large Grace Coddington was the shoot’s creative director. The commercial will air during the first half of the game as a prelude to her anticipated live performance.
“I always want to be challenging the status quo. It’s who I am. I love to change,” Gaga says in the short teaser Tiffany & Co. released to introduce the campaign. “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. And I’m coming for you.”
While Gaga is primarily known as a singer, she has made a point of branching out into other mediums throughout her career. She won a Golden Globe Award for acting in American Horror Story: Hotel, she launched the non-profit the Born This Way Foundation, she’s a noted activist for LGBTQ rights and a philanthropist for a slew of other causes. She’s also a noted fashionista, and has worked with fashion brands in the past, including modeling in a Marc Jacobs show at New York Fashion Week. She’s also previously appeared in promotional material for Versace, Tom Ford, and Shiseido.
This Sunday, of course, won’t be Gaga’s first time performing at the Super Bowl, either. She sang the national anthem at last year’s game in a stunning Gucci ensemble.
The Tiffany HardWear line will be available for pre-order on a limited basis the day of the Super Bowl, Feb. 5. It will then be available for purchase in stores April 28 and online May 2.