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 and broadcast capabilities with CBS to turn a full commercial pod into the first live commercial on TV—a surprise four-minute performance by Imagine Dragons debuting their new single “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, and the performance was widely recognized as one of the best moments of the night.

Director: Jonas Åkerlund