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Imagine Dragons Rules TV Ads With Believer, Thunder

Imagine Dragons’ “Evolve” isn’t just the year’s top-selling rock album: Driven by the songs “Believer” — No. 10 on the BuzzAngle Top 30 — and “Thunder,” it’s produced an impressive number of TV and commercial synchs. Credit Universal Music Enterprises exec VP of film & TV music Tom Rowland and KIDinaKORNER’s head of synch and licensing Zach Sinick for the songs’ multi-screen ubiquity. Additionally, Daniel Sena, Interscope Records’ head of strategic marketing, played an instrumental role in bringing in synchs for Microsoft Surface and Jeep, while Dennis Dennehy, exec VP at Interscope Geffen A&M overseeing artist strategy and media, and Dave Nieman, from IGA’s film and TV department, worked on landing the Nintendo campaign.

“Believer” had more than 32 syncs as of press time, with the following highlights:

Nintendo Switch: Aired during last year’s Super Bowl, the song perfectly matches a gamer seamlessly moving from his cell phone to a big screen.

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https://www.youtube.com/watch?v=CdWd8fUC71g

Jeep Celebration Event: In a deft bit of bonus promotion, the song gets a name-check on the car dashboard’s SiriusXM readout.

“Thunder” has been synched 19 times so far in 2017, including:

Microsoft Surface Laptop: Like the Jeep commercial, the band’s name on the Spotify interface is featured on the screen.

https://www.youtube.com/watch?v=g2_5v-JUr-k

Jeep “Drive and Discover” (Freedom 2017 Cherokee):  The song is well integrated into the ad, which starts with Dan Reynolds singing, “I was dreaming/Of bigger things,” suiting the company’s “Drive and discover” theme.

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Martina Birk

Update: 2024-07-18

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