Tiffany & Co. has debuted the first ad from Shawn "Jay-Z" Carter and Beyoncé Giselle Knowles-Carter's "About Love" campaign. The 90-second piece places each member of the power couple in different locations as they reminisce about past memories with their spouse. While tapping away at his typewriter, Jay-Z reflects on a time when his wife was delivering a glowing rendition of "Moon River." Meanwhile, Beyoncé is flying home as she reflects on a time when she was popping champagne with her husband in their backyard. In the end, Beyoncé comes home to find her husband staring out into the open as he thinks about her.
As Tiffany & Co. writes, they aimed to tell a "love story of longing, reunion and a bond that transcends space and time." It's safe to say that they achieve their goal.
This ad is the latest product of the couple's highly publicized collaboration with Tiffany & Co. Previously, the Carters were criticized by many for a photoshoot with the company that featured Beyoncé wearing a "blood diamond" that only two women had worn before. Their photoshoot also featured a rare piece of art from the late Jean-Michel Basquiat, an aspect that his friends and family were not fond of.
“I’d seen the ad a couple [of] days ago and I was horrified,” Alexis Adler, who lived with Basquiat for two years, told Tirhakah Love of the Daily Beast.
“The commercialization and commodification of Jean and his art at this point—it’s really not what Jean was about."
On a brighter note, the Carters were praised for working with Tiffany & Co. to launch a scholarship fund for students at historically Black colleges and universities. As reported by CNN, the $2 million fund will be distributed to select students at the following universities: Lincoln University, Norfolk State University, Bennett College, the University of Arkansas at Pine Bluff and Central State University.
"We would like to thank the Shawn Carter Foundation, BeyGOOD, The Carters and the Tiffany & Co. family for including Lincoln University in this amazing gift," Lincoln University President Dr. Brenda A. Allen said in a statement, according to CNN.
"Lincoln has placed a high priority on supporting the arts and humanities on our campus. Providing financial support for students pursuing these majors enhances their ability to more fully engage their studies."
Applications for students at the aforementioned institutions will remain open until September 26 at midnight.