This 2-Minute Toy Ad Reminds You How Epic and Exciting a Kid’s Imagination Can Be

Big action on a low budget from The Variable

As an adult, the best part of watching kids play with toys is trying to picture how it all must look in their heads. The power of imagination is a cliché, but it's real, and all you have to do is think back to the epic stories we created in our heads as children.

North Carolina agency The Variable does just that with its new 2-minute video for the Spin Master family of toy brands. The ad is a joyously action-packed, low-budget short film that feels drawn directly from the imagination of a kid playing with the toys.

(The cardboard-on-cardboard explosion, of course, being a highlight.) 

"Kids love epic superhero movie trailers, and they love the thrill of creating their own adventures," said Joe Parrish, partner and chief creative officer at The Variable. "We developed a creative approach that marries those two loves together and fuels great TV, video and digital content that brings to life the superhero-like, unstoppable feeling kids have when they're holding an Air Hogs controller in their hands. We want to inspire them to create their own adventures and stories."