Like others, including ‘Ear Hair,’ ‘Camping,’ ‘New Mom,’ and ‘Gaming,’ ‘Toy’ demonstrates the importance of a trusted power source in everyday life moments. Here, we see a father considering putting batteries in his young son’s toy robot as a voiceover asks if you need the most trusted battery for the toy. Then the father imagines what could happen if the boy didn’t have the batteries in the toy and needs other ways to occupy his time.
It then jumps to scenarios that have the boy accidentally calling the police as a Swat team breaks in, or the boy putting knives and other utensils in the toaster as it catches on fire and firemen blast the still-pondering father with the hoses. Or, in the end, the dad could just trust Duracell.
Directed by Biscuit Filmworks’ Andreas Nilsson (Volvo's ‘Epic Split,’ KFC’s ‘Announcement,’ starring Rob Lowe), ‘Toy’ keeps with the same over-the-top visual, yet lighthearted storytelling style as the previous campaign ads.