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Since Tiffany & Co. has fashioned every Vince Lombardy trophy in history, one could say it's always had a brand presence at the Super Bowl. But the jeweler has never advertised in the Big Game — until this year. Just before her halftime performance, Lady Gaga will promote the brand's newest line HardWear in a 60-second, unscripted film. Chief Brand Officer Caroline Naggiar said Tiffany & Co. didn't "set out to make a Super Bowl spot...in fact, we haven't shown advertising on television in 20 years." But, she said, the film "felt so compelling and authentic," they just had to drop an estimated $5 million on the media buy. One thing missing from the spot, however, is creative agency Ogilvy & Mather. Naggiar said it's still engaged in "special projects" for the brand, but that this film was produced in-house in partnership with former Vogue creative director Grace Coddington, like the holiday spot featuring Elle Fanning.