Imagine Dragons' Dan Reynolds Takes On Big Tobacco

Imagine Dragons frontman Dan Reynolds has added his voice to a campaign against big tobacco companies that target low-income families.

The singer appears in a new commercial that will air in the U.S. during Sunday night’s Grammy broadcast.

“They should be ashamed of themselves,” Reynolds says in the spot from the Truth Initiative. “It has to stop.”

Reynolds told Billboard he believes cigarette companies are “just heartless.”

Imagine Dragons have a pair of Grammy nominations this year – best pop vocal album “Evolve”) and best pop duo/group performance (for “Thunder”).

Check out the commercial below: