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 connect with the Grammy Awards audience through commercials. The problem: people don’t tune into the Grammys for ads—they tune in for the unexpected performances. So we convinced them to do exactly that.

The only catch, the Grammys required a costly sponsorship with limited creative control.

So we made our own rules.

We hijacked the broadcast—innovating media by transforming a full commercial pod into the first live commercial on TV.

Together with Imagine Dragons and The Moment Factory, we brought it to life as an immersive, four-minute debut of “Shots.”

Seamlessly integrating Target into the show without being an official sponsor, we blurred the line between programming and advertising—and gave fans what they actually wanted: more music.

The result: their platform #MoreMusic became the top national trend on Twitter, over 1B impressions, and the performance was widely recognized as one of the best moments of the night.

Director: Jonas Åkerlund