Lady Gaga Stars in NFL Super Bowl 51

Lady Gaga mirror gazes

Lady Gaga is the centerpiece of Tiffany’s first-ever Super Bowl commercial, marking the iconic company’s return to TV advertising after a 20-year hiatus. (Photo: Hanna Besirevic / Tiffany)

Raising the game to a new level, Lady Gaga has managed to commadeer NFL Super Bowl 51. Powered by PepsiCo, sponsor of her 13-minute halftime show for its new Pepsi Zero Sugar brand,  La Gaga benefitted from a 12-day “countdown” with daily spots that focused on her fans’ excitement about the show, backed by her song”A-Yo.”

Gaga-branded Pepsi Zero will be integrated throughout the game, with major social outreach as well as tune-pumped promos. The 30-year-old singer and her music will also be the centerpiece of the first-ever NFL Super Bowl ad by Tiffany & Co., using the occasion to unveil its new HardWear jewelry line. Tiffany designed and has for each of its years created the Vince Lombardi trophy bestowed on the winning team, but it isn’t exactly intuitive to think they’d reach their target audience of “the world’s chicest women,” cultivated over the past 180 years, at the “big game.”

But genre-busting Lady Gaga is expected to transcend that divide as she holds court in Houston’s NRG Stadium on Sunday, February 5. Though halftime acts do not receive a fee, per se, they and their record labels do get license fees for the live performance of their music, which with an estimated TV audience of more than 100 million people worldwide can be quite significant.

Also, their dancers and choreographers, costumers, designers and techs are remunerated as part of the production cost — which for this particular show is estimated to be in the $10 million range for what is expected to be a 7-8 song medley. There’s buzz about this being “the most expensive NFL halftime show ever,” which between Gaga and Texas, makes perfect sense. Will she dance on the roof and be lowered to the stage? Ride in on a horse?  Thump Trump?  Although she’s made inclusion and tolerance core values of her career, the smart money says she’ll restrain herself.

Gaga, who was born Stefani Germanotta, in Manhattan, and raised on the Upper West Side, is being celebrated by Tiffany as a “a true New Yorker and style icon.” The 60-second spot is expected to play on TV only once, but will live online at Tiffany.com, its striking black-and-white images to be used across print and digital throughout the spring as part of the “Legendary Style” campaign, featuring  “women of confidence, beauty and substance, chosen for their intelligence and authenticity.”

The songwriter who began playing the piano at four and wrote her first song at 13  has won six Grammys. An entertainment phenomenon, she has established herself as a performance artist, as well as a pop star with 27 albums sold worldwide (four of them Billboard No. 1’s, including, Joanne, released Oct. 21).

Her first branded TV ad campaign was in 2008 for her own perfume, Fame (released in association with Coty). She starred in Budweiser spots last fall to help promote Joanne.

This will be Lady Gaga’s second time performing on the Super Bowl stage, after having sang the National Anthem at Super Bowl 50 last February. This year she is set to begin filming the Warner Bros. remake of A Star is Born with Bradley Cooper, who also directs.

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