Target - GRAMMYs LIVE Commercial

How do you hijack the GRAMMY's?

We created the first LIVE commercial on TV. A surprise 4-minute performance by Imagine Dragons during a full commercial pod, seamlessly integrating Target into the award show (without being a sponsor) and blurring the lines between programming and advertising.

Music's biggest night is about performances, not ads. So when Target asked us to make a bold cultural statement, we decided to give fans something they were guaranteed to love: #MoreMusic.

Jonas Åkerlund