Tiffan & Co. pulls out all the stops with a fall ad campaign starring married couple Beyoncé and Shawn “Jay-Z” Carter. Titled “About Love,” the Mason Poole-shot campaign marks the first time the couple have starred in a non-music related commercial campaign together.
Commenting on the effort, Tiffany’s executive vice president Alexandre Arnault stated, “The investment will be pretty impressive. It’s our biggest campaign. Also, it’s the only year-long campaign that we have. It marks a clear evolution of what we’ve been doing from a creative standpoint.”
In the campaign, Beyoncé wears the 128.54 carat Tiffany Diamond previously only worn by Audrey Hepburn and two other people (one of whom is Lady Gaga). Beyoncé also wears two gowns, one by Givenchy the other by Balmain, similar to the black Givenchy gown worn by Hepburn in the famed 1961 classic, Breakfast at Tiffany’s. The Carter’s are shot in front of Jean-Michel Basquiat’s “Equals Pi” painting, which is part of a private collection and has never been displayed publicly.
As directed by Emmanuel Adjei, the full visual, which will premiere on October 15, 2021. The video features Beyoncé singing “Moon River,” a song performed by Hepburn in the film. It will also blend in clips of Beyoncé as she plays the song on the piano as shot by Jay-Z .
The campaign was directed by Ruba Abu-Nimah, who was appointed creative director of the now LVMH-owned Tiffany in March. Abu-Nimah is responsbile for the not small task of refreshing the brand and making it feel more culturally relevant. Reflecting a direction that includes more inclusive casting, Abu-Nimah ushered in her era with a Pride Month campaign titled “Stand for Love” that included members of the LGBTQIA+ community.