Lady Gaga showed up in Tiffany & Co.’s first Super Bowl ad in a way we’re not accustomed to seeing her: simple, understated, and subdued. Wearing a sleek black turtleneck and tailored dress pants, her hair elegantly pulled back in a low chignon, she looked more Upper East Side lady who lunches than reigning pop queen with a penchant for raw meat formalwear. Clad in the jewelry company’s new line, Tiffany HardWear, she spoke of her lifelong love of the brand, which stems from being a born-and-bred New Yorker.  “In New York, you’re born knowing Tiffany is the best,” she says in the commercial.  The jewelry line, which is meant to be more edgy and subversive than anything they’ve done before aligns with not only Gaga but with New York City as well.

Because Gaga was also the halftime show star, we were expecting to see her wearing at least one piece from Tiffany’s new line, but she appeared to go mostly accessory free. Still, the show, devoid of any guest stars, was impressive—as are most things she does. In fact, her endorsement of the classic jewelry company surely just introduced a whole new generation of little monsters to the brand. —AZ