The singer tweeted the picture late Wednesday night as a way to wish her followers a Happy New Year, and the house retweeted it shortly afterward. All of the ads in this campaign have debuted on social media: the first image, released in November, was posted to Instagram by photographer Mert Alas. A mere 24 hours later, a second image from the campaign was released while Lady Gaga appeared as the embodiment of the campaign on the American Music Awards red carpet.
