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 us into the award show 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