The Tooth Fairy’s business wasn’t thriving. Then she decided to advertise on TV. Sure, success came with some challenges, such as the sudden need to manage a surge in demand and expand the workforce. But these are nice problems for a business to have.

The story is an ad by Mother London for Thinkbox, the marketing body for TV advertising in the UK. It ends with the line, TV advertising. The results are legendary. It also mirrors a common journey for many businesses. It’s Mother London’s first TV campaign for Thinkbox since it was appointed as its creative agency in July this year.

Andrew MacGillivray, Thinkbox marketing director, stated, “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 has 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.”

https://youtu.be/bFhr1VnJjUo

The film was directed by Benji Weinstein of Smuggler and is running on across a variety of broadcast and on-demand TV channels represented by Thinkbox’s shareholders and their partner channels. Thinkbox’s shareholders are Channel 4, ITV, Sky Media, Turner Broadcasting, and UKTV who together represent over 99% of commercial TV advertising revenue through their owned and partner TV channels.

TV advertising facts at a glance:

• Commercial TV reaches 89% of the UK every week (BARB, 2018)
• Commercial TV’s reach grows to an estimated 95% when Broadcaster VOD is included (IPA Touchpoints & BARB, 2018)
• An average broadcast TV campaign in the UK (of 400 TV ratings) gets 240 million views (BARB, 2018)
• TV advertising is responsible for 71% of total ad-generated profit, at the highest efficiency and for the least risk (Ebiquity/Gain Theory, ‘Profit Ability: the business case for advertising’, 2017)

Credits

Creative Agency: Mother London

Creative: Mother

Strategy: Mother

Production Company: Smuggler

Director: Benji Weinstein

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 Producer: Amy Richardson

Sound Engineer: Sam Robson @ 750MPH

Music Supervision: Arnold Hattingh @ Theodore Music

Media Agency: MediaCom