OpenAI’s SORA used to create first commercial for Toys “R” Us

    Toys “R” Us is attempting a bold transition to relevancy in 2024, leveraging the power of generative AI in it’s latest Ad.

    Earlier this year, OpenAI stunned the world with a photorealistic service called SORA that enabled users to enter a text prompt to create 10 seconds of video.

    While SORA is still not publicly available, we have seen a number of early access users show off it’s capabilities and its certainly impressive.

    When you imagine what’s possible by stringing a number of clips together (most cuts are shorter than 10 seconds), you could imagine music videos, ads and even feature-length movies being possible one day.

    Today, one of those is already here, with Toys “R” Us releasing the first commercial created entirely with OpenAI’s SORA.

    Mr Allen T shared the video on X, which has now received millions of views, so while we don’t know what it cost, it’s safe to say it was a fraction of the cost of any previous advertisement.

    Toys “R” Us has released the first OpenAI SORA generated brand commercial The use of generative AI in commercial work is here.

    The Origin Story:

    The AI-generated commercial, aptly titled “The Origin of Toys “R” Us,” delves into the heartwarming story of the company’s founder, Charles Lazarus. From his humble beginnings as the son of a bicycle shop owner to his visionary dream of creating a toy wonderland for children, the commercial paints a vivid picture of Lazarus’s journey.

    This nostalgic narrative, brought to life by Sora’s impressive capabilities, resonates with viewers on an emotional level, evoking fond memories of childhood and the joy of discovering new toys.

    The Power of OpenAI’s Sora

    OpenAI’s Sora is a cutting-edge text-to-video AI model that has the potential to revolutionize the advertising landscape. By simply inputting text prompts, Sora can generate high-quality video content that aligns with the desired narrative and aesthetic.

    This technology not only streamlines the video production process but also opens up a world of creative possibilities for brands and marketers.

    In the case of Toys “R” Us, Sora’s ability to transform textual descriptions into visually stunning scenes has enabled the company to tell its origin story in a captivating and engaging manner.

    The commercial seamlessly blends historical footage with AI-generated imagery, creating a cohesive and immersive experience for viewers. This innovative approach to storytelling demonstrates the power of AI to enhance and elevate brand narratives.

    Mixed Reactions and Ethical Considerations

    The release of the Toys “R” Us AI-generated commercial has sparked a wide range of reactions within the tech and advertising industries. While many have praised the company’s bold embrace of AI technology and its potential to revitalize the brand, others have raised concerns about the ethical implications of using AI for creative purposes.

    Some critics argue that the use of AI in creative fields could lead to job displacement for human artists and devalue the importance of human creativity. Additionally, there are concerns about the potential for AI-generated content to perpetuate biases and stereotypes if not carefully monitored and regulated.

    However, proponents of AI argue that this technology can be a valuable tool for enhancing human creativity, not replacing it. They emphasize the importance of responsible AI development and deployment, ensuring that AI is used in a way that benefits society as a whole.

    The Future of AI in Brand Storytelling:

    The Toys “R” Us AI-generated commercial is just the tip of the iceberg when it comes to the potential of AI in brand storytelling. As AI technology continues to evolve and mature, we can expect to see even more sophisticated and personalized brand narratives powered by AI.

    Brands will be able to leverage AI to create targeted campaigns that resonate with specific audiences, tailoring their messaging and visuals to individual preferences. This level of personalization could lead to increased engagement and brand loyalty, as consumers feel more connected to brands that understand their unique needs and desires.

    Moreover, AI-powered storytelling could democratize the creative process, making it accessible to a wider range of businesses and individuals. With tools like Sora, even small businesses with limited resources can create compelling video content that rivals that of larger corporations. This could level the playing field in the advertising industry, fostering greater competition and innovation.


    The collaboration between Toys “R” Us and OpenAI represents a pivotal moment in the evolution of brand storytelling. By embracing AI technology, Toys “R” Us has not only revitalized its brand image but also paved the way for a new era of AI-powered marketing and advertising.

    As AI continues to advance, we can expect to see even more innovative and personalized brand narratives that captivate audiences and drive business growth.

    Jason Cartwright
    Jason Cartwright
    Creator of techAU, Jason has spent the dozen+ years covering technology in Australia and around the world. Bringing a background in multimedia and passion for technology to the job, Cartwright delivers detailed product reviews, event coverage and industry news on a daily basis. Disclaimer: Tesla Shareholder from 20/01/2021

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