THE MIRROR OF MEDIA

Ad of the Day: Tiffany & Co reinvents brand with help from Beyoncé, Jay-Z and a Basquiat


The definition of luxurious, from its distinctive blue field to its affiliation with breakfast, Audrey Hepburn and Moon River, like the jewellery it sells Tiffany & Co’s model picture is ornate with iconic options. Including extra gems to its assortment, its newest marketing campaign ‘Above Love’ options Jay-Z, a Balmain-clad Beyoncé, a hardly ever seen Jean-Michel Basquiat, and a priceless 128-carat yellow diamond.

The marketing campaign began circulating on August 24, when the jewellery model teased the primary photos of the Carters’ partnership with Tiffany & Co.

Wearing a Balmain gown, which is paying homage to Hepburn in Breakfast at Tiffany’s, Beyoncé wears a pendulous 128.54-carat gem that was found in South Africa in 1878. Beforehand worn by Woman Gaga for the 2019 Oscars, socialite Mary Whitehouse and Hepburn herself whereas selling the well-known movie, the singer is the primary Black girl to take action.

A major characteristic of the ‘About Love’ marketing campaign is ‘Equals Pi’ – a 1982 portray by Basquiat, which is rendered utilizing a blue that appears distinctly just like Pantone 1837, aka Tiffany Blue. Not often seen, it marks the primary time the murals has appeared in public.

“We don’t have any literature that claims he made the portray for Tiffany,” claims Alexandre Arnault, the enduring jeweler’s vice-president. “We all know he liked New York, and that he liked luxurious and he liked jewellery. My guess is that the portray shouldn’t be by likelihood. The colour is so particular that it needs to be some form of homage.”

Shot by Mason Poole, the marketing campaign is accompanied by a movie that sees Beyoncé sing her personal model of Moon River, from the 1961 movie.

Seeking to Jay-Z and Beyonce to assist it resonate with a youthful viewers, the marketing campaign is a part of a reinvention technique to future-proof the model after it was purchased by LVMH earlier this yr. The long-lasting model hopes the change in artistic course will assist redefine Tiffany, with new exec Arnault enjoying round with quite a few advertising methods.

To get in contact about Advert of the Day, please electronic mail imogen.watson@thedrum.com.



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