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22 September 2021

At home with the Carters.

by Andrew MacGregor

Tiffany & Co.: “About Love” - 90s

Any commercial starring Beyoncé and Jay-Z, music’s de facto power couple, is bound to draw attention, and this Tiffany & Co. ad is a doozy. Part home video, part ode to Audrey Hepburn, and all dripping in opulence, it's a significant flex by the near-two-hundred-year-old brand.

Yet it’s Tiffany's past that haunts this 90" film, as Beyoncé wears a yellow diamond found in South Africa in 1878. The colonial undertones are palpable, and places the couple's involvement in a strange light. Is it the progressive slam-dunk the brand hoped for? Not quite.

We do like that the ad's YouTube blurb describes it as "a love story of longing, reunion, and a bond that transcends space and time". Was Doctor Who supposed to appear at some point?

Director: Emmanuel Adjei Ⓟ Ⓦ (Object & Animal Ⓟ Ⓦ)
Music: Moon River - Beyoncé

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