Cannes Lions

Toy

STINK FILMS, London / YOUNG FATHERS / 2019

Film
Film

Overview

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Credits

Overview

Idea

The director found a comical image of Kim Jong Un in a crib playing with his toys and, when he heard “Toy” for the first time, that image came to mind immediately. The tone of the track is visceral and abrasive, which marries with the political subject matter perfectly. The director really liked the idea of seeing dictators behaving like spoilt little children – pissed with the world, because things aren’t going their way. Looking at the political climate of our time, this is a truth that is certainly stranger than fiction.

Execution

The director was inspired by the track to create a world where dictators behave like spoilt little children, throwing tantrums because things aren’t going their way. The tone of the track is visceral and abrasive, which marries with the political subject matter.

“You’re just a broken little toy, silly little boy,” they sing along to footage of child dictators and presidents. The kid rulers mouth these words to one another, as well as their parents and cabinet members. The song evolves into a clap-along chant, which is accompanied by hypnotic shots of various armies marching in unison.

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