Commercials are not to be mistaken for works of art. While a TV commercial may utilise many of the same skill sets as a film- writing, direction, editing, cinematography, acting and so on- due to their explicit business agenda, we do not equate them with actual cinema. Though we may duly admire the artistry of an illustration for Coca Cola, no matter how well executed, we distinguish such works from those that hang upon the walls of a gallery. This line is blurred when advertising material is appropriated into a work of art (see: Andy Warhol) or when artists begin to achieve tremendous success, but nonetheless, this sacred/profane dichotomy between art/design is clear-cut once we ascertain the intention or motivation of the works creator. So while it is not my contention that these 10 toy commercials are films, I believe they can be appreciated on a filmic level, and hope you will humour me in discussing them thus.