How TV advertising transformed the Tooth Fairy’s business in new campaign from Thinkbox by Mother

How TV advertising transformed the Tooth Fairy’s business in new campaign from Thinkbox by Mother

BOAST is a place where you can find out about recent creative campaigns. 

It is a space where agencies can tell us about the new work they are proud of; blowing their own trumpet, so to speak. 

Here's the latest from the creative world as we know it.

A campaign by Mother

Thinkbox, the marketing body for TV advertising, is back on TV with a new campaign from creative agency Mother London, directed by Benji Weinstein of Smuggler. 

‘Tooth Fairy’ was aired on TV in the UK on Thursday 12 December and is available to watch and download here.

The new ad – Thinkbox’s sixth TV campaign – attempts to shows the effect TV advertising can have on a business. 

The ad tells the story of the Tooth Fairy’s struggle to build her collections and deliveries business until her decision to advertise on TV takes it to a whole new level.

The Tooth Fairy’s journey is a common one for many businesses. Early growth is delivered through word of mouth, paid search, social media, and sales promotion. But businesses reach a point when they can’t grow  much further, where existing activity fails to deliver the same effects for the same investment. Not even wings can help. 

To scale up the business and generate new demand they turn to TV, with its ability to drive reach, engender trust, forge emotional connections and build famous brands.

This is Mother London’s first TV campaign for Thinkbox since it was appointed as its creative agency earlier this year. 
Media planning and buying is by MediaCom.

Andrew MacGillivray, Thinkbox’s Marketing Director: “This could have been a televised case study of one of the multitude of businesses that TV has transformed in real life. But we have plenty of rational case studies available on our website. Much better to use TV for what it is so incredibly good at: emotionally engaging storytelling at scale. Step forward the dynamic entrepreneur who is the Tooth Fairy.

“Mother London have done a brilliant job bringing to life how TV advertising drives her business to dizzy new heights with a warmth and humour that we hope people everywhere will enjoy. We also hope that many businesses out there might recognise themselves and their potential in the Tooth Fairy’s story.”


Creative Agency: Mother London

Creative: Mother

Strategy: Mother

Director: Benji Weinstein, Smuggler

Production Company Producer: Kate Noble

DOP: Simon Richards 

Editor: Max Windows @ Stitch 

Colourist: George K @ Black Kite

VFX Supervisor: Dan Sanders

Motion Design Lead: Ashley Tyas

Post Production House Producer: Amy Richardson

Sound Engineer: Sam Robson @ 750MPH

Music Supervision: Arnold Hattingh @ Theodore Music

Media Agency: MediaCom

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