From left: Daniel Wayne Sermon, Daniel Platzman, Dan Reynolds and Ben McKee of the group Imagine Dragons performed at the 2015 DirecTV Super Fan Fest.
Donald Traill/Invision/APInstead of cueing up the same pirate-themed ad for the fifth time during the Grammys broadcast, big-box retailer Target bought out an entire commercial break — four minutes — so Imagine Dragons could push Target’s new #MoreMusic campaign and perform their new single “Shots” from Las Vegas.
See more Grammy’s 2015 Red Carpet Arrivals
The spot was directed by Jonas Akerlund, who’s previously worked with Beyonce, Rihanna, U2 and many others.
With ad rates averaging $1 million per 30-second spot during the broadcast, Billboard can estimate that the time on-air alone cost Target about $8 million.
Safe to say this live @ImagineDragons show is the most fun commercial break ever! #MoreMusic #GRAMMYs pic.twitter.com/H652NLn56N
— Target (@Target) February 9, 2015
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