Hijacking the Grammys: the first live commercial on tv to give fans more music.

Effie • Silver • Media Idea
Effie • Bronze • Branded Content
Effie • Bronze • Media Innovation

Target wanted to culturally connect with the Grammy Awards audience but didn’t want to pay a hefty sponsorship fee for limited creative control. So we made our own rules and hijacked the award show by creating the first live commercial on TV. A surprise 4-minute performance by Imagine Dragons to premiere their new single “Shots” during a full commercial pod. We seamlessly integrating Target into the award show without being a sponsor. Blurring the lines between programming and advertising, our #MoreMusic campaign was the top national trend on Twitter and every major media outlet immediately took notice, with Forbes calling us one of the best performances of the night.

Director: Jonas Åkerlund