Imagine Dragons lead singer Dan Reynolds is ready to make a difference, he’s starring in an anti-tobacco ad set to air during the 2018 GRAMMYs on Sunday, January 28th.
The commercial itself tackles the social issue of big tobacco companies specifically targeting lower-income families, who make up 72 percent of the remaining smoking population. This is a tactic that Reynolds said he’s witnessed first-hand, growing up as one of nine kids in Las Vegas.
The campaign will air during the Grammys on Sunday, the same night Imagine Dragons could add to their award collection, they’re nominated for various Grammys including “Best Pop Duo/Group Performance,” and “Best Pop Vocal Album.” Watch a preview of the ad, below.