Tiffany & Co. Tap The Carters For New Ad Campaign

Tiffany & Co. has always been one of the biggest players within the jewelry sphere. Now the high-end jeweler has tapped The Carters to become global ambassadors. Tiffany, which is now owned by LVMH Moet Hennessy Louis Vuitton, is investing heavily in the Carters’ year-long campaign. Which includes a short film depicting Beyoncé singing “Moon River” to her husband.

Beyoncé x Jay-Z x Tiffany & Co. Collaboration

Also comparable to a record release, Beyoncé debuts her own rendition and arrangement of the iconic song from the 1961 film “Breakfast at Tiffany’s” while being shot by Jay-Z using a Super 8 camera. For the film, or call it a music video — she enlisted filmmaker Emmanuel Adjei, co-director and creative collaborator on Beyoncé’s acclaimed musical film “Black Is King.”

Additionally, the powerhouse couple chose the Orum House in Los Angeles as the scene for the film. Which combines sentimental flashbacks with dramatic, surreal imagery. Equals Pi by Basquiat resurfaces as a recurring Tiffany Blue® thread throughout the visual. 

“About Love” Campaign

Now the couple’s first campaign has been revealed! Featuring Bey and Jay, as well as a rare public appearance of the painting Equals Pi by artist Jean-Michel Basquiat. Mason Poole shot the accompanying “ABOUT LOVE” print campaign, which was styled by June Ambrose and Marni Senofonte.

Dubbed “About Love,” the new jewelry collection celebrates “the most iconic love story of all time…” It also marks the first time the two music superstars appear in a campaign together. Also for the first time ever, the famous Tiffany Diamond — with its 128.54 carats and 82 facets — will be featured. 

While no one could ever upstage Beyoncé and Jay-Z, together for the first time in an ad campaign for Tiffany & Co., it’s fair to say there is a third star in the spotlight. A never-before-seen painting by Jean-Michel Basquiat in the jeweler’s signature robin egg blue.

When reflecting on the inspiration behind the “About Love” campaign, Executive Vice President of Product and Communications for the jeweller, Alexandre Arnault says: 

Beyoncé and Jay-Z are the epitome of the modern love story. As a brand that has always stood for love, strength and self-expression, we could not think of a more iconic couple that better represents Tiffany’s values…” 

Queen Bey Fashion

In true Queen Bey fashion, Beyoncé lowkey revealed the collaboration within her Harper’s Bazaar cover story. In her latest cover story she wore her own IVY PARK label alongside a variety of Tiffany & Co. jewelry pieces.

Breaking barriers as per usual, the Queen Bey is the first African American woman to wear the classic gemstone. Previously, only three other women have ever worn the famous unearthed 1877 South African gemstone. Including — Mary Whitehouse, Audrey Hepburn and Lady Gaga. 

The iconic couple is influential across multiple industries including music, fashion, and recently cannabis with Hova’s label Monogram. In fact, after discovering “healing properties” in CBD during the COVID-19 pandemic, Bey revealed that she’s been working on establishing a hemp and honey farm.

The Carters Redefine Tiffany & Co.

The campaign focuses on new audiences such as Gen Z to extend the brand’s reach. As a result, the couple will front campaigns for the label. Joining a list of impressive ambassadors that includes K-pop group BLACKPINK’s Rosé, Anya Taylor Joy from The Queen’s Gambit, and multi-hyphenate Tracee Ellis Ross. 

The campaign also serves to further renovate Tiffany’s image. Since Alexandre Arnault joined Tiffany & Co. as an executive, the brand has experimented with new marketing strategies. The label’s iconic blue box was replaced with a new yellow colorway as an April Fool’s joke. As well as its most recent marketing campaign, “Not Your Mother’s Tiffany’s”. It seems as though their new marketing strategies appear to be succeeding. It has catapulted Tiffany & Co. into the spotlight, with much more to come in the future.

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