Lady Gaga will be doubling up at the Super Bowl on Sunday (05Feb17) as both the halftime show performer and the star of a new Tiffany & Co.'s ad, which will debut during the big game.

The pop star will feature in the American jewelry company's first Super Bowl campaign - to launch the upcoming HardWear collection.

Announcing her new link to the brand in a statement, the Poker Face singer says, "In New York, you're born knowing that Tiffany is the best and that it is where the magic happens. The brand is definitive and iconic, yet continues to push and evolve with the times. To me, Tiffany represents timeless American jewelry."

Tiffany chief brand officer Caroline Naggiar adds, "For more than 180 years, the world's chicest women have chosen Tiffany jewelry as a powerful expression of who they are. This campaign celebrates Tiffany's rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of this collection."

Top photographer David Sims filmed Gaga for the new Tiffany ad.

The company has produced the Super Bowl's Vince Lombardi Trophy for the past 50 years, but it has never advertised during the game.

The new HardWear collection was among the last design projects overseen by outgoing Tiffany's creative director Francesca Amfitheatrof. It will be available in April (17), but pre-orders will be taken after the new ad airs during the Super Bowl on Sunday.

Designer Reed Krakoff will take over from Amfitheatrof from 1 February (17).

Meanwhile, Gaga is putting the finishing touches to her halftime spectacular. Details are under wraps but old pal Tony Bennett will reportedly introduce the pop star.