Two years before Snickers tried a live Super Bowl ad, we went into the final frontier of TV advertising, testing the as of then impossible. Could you make a live commercial?

With this thought, millions of dollars and the reputation of Target (and my likely my job) on the line, we set forward with creative that ultimately answered: How do you hijack the GRAMMYs? The idea was simple: take Target's 4-minutes of media time to give fans more of what they wanted on the biggest night in music: a LIVE performance. Getting this to work so it would seamlessly integrate into the broadcast when we weren't an official sponsor was far more complicated.

Target has always been a brand about giving their guest more, but they also strongly believe in being audaciously generous. From this behavior came our idea to use their music platform to create a cultural moment where we don't run another commercial like every other brand GRAMMYs night. Blurring the lines between programming and commercials, we created the first LIVE commercial during the GRAMMYs seamlessly integrating and hijacking our way into the broadcast with a surprise performance spectacle from Imagine Dragons premiering their new single "Shots".

Jonas Åkerlund