Tiffany extends campaign featuring Beyoncé and Jay-Z with bonus film
Iconic New York-based jeweler Tiffany & Co. has added to its “About Love” campaign starring Beyoncé and Jay-Z, bringing the musical power couple back for a bonus film entitled “Date Night.”
The film, which was directed by Dikayl Rimmasch and second unit director Derek Milton, shows the Carters on a night out and even features a guest appearance from their daughter, Blue Ivy. Tying in with the “About Love” campaign’s overarching theme of the many dimensions of love, “Date Night” aims to explore the playful side of love stories.
Inspired by an iconic scene from Breakfast at Tiffany’s, the video starts with Beyoncé playing "he loves me, he loves me not" with a yellow daisy in the back of a Rolls Royce. She is then joined by Jay-Z, as they ride through Manhattan, taking in the city skyline while enjoying a pizza and a glass of champagne.
Throughout the video, the couple wears a range of emblematic pieces by the great Jean Schlumberger, who designed jewelry at Tiffany & Co. from the mid-1950s to the late ‘70s. Jay-Z wears the designer’s famous Bird on a Rock brooch, featuring a platinum and 18k gold bird perched on a morganite gemstone of over 44 carats, while Beyoncé wears an Ailsa diamond ring of over 10 carats and Ribbon Fan earrings featuring diamonds of over six total carats.
The “About Love” campaign reflects a wider strategy that has been taking shape at Tiffany since the American jeweler’s acquisition by French luxury conglomerate LVMH at the beginning of the year. With efforts led by its 29-year-old EVP of product and communication, Alexandre Arnault, the brand has been making clear moves to appeal to younger consumers over the past few months.
As well as the link-up with one of the world’s most famous and powerful couples for its latest campaign, these youth-focused initiatives have included the appointment of basketball player Kyle Kuzma as a new brand ambassador for the jeweler.
And if that weren’t enough, the historic jewelry brand is rumored to be preparing a collaboration with cult streetwear label Supreme, a buzzy creative partnership that would be sure to capture the attention of millennial and Gen-Z fashion fans.
According to Tiffany, the “About Love” campaign will continue to be expanded with additional bonus films through the end of the year.
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