This marketing tale follows the Tooth Fairy's stratospheric rise from children's legend to big company CEO

Smuggler's Benji Weinstein directs first work by Mother for U.K. TV advertising body Thinkbox

Published On
Dec 17, 2019

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A new campaign for Thinkbox, the U.K.'s marketing body for TV advertising, tells the story of the Tooth Fairy and how she grew her business by advertising on TV.

The spot, the first for Thinkbox by Mother London, is humorously directed by Smuggler's Benji Weinstein and portrays the struggles of the Tooth Fairy to develop her business: the challenges of shared workspaces, the difficulty of recruiting fellow fairies and more. After advertising on TV, however, her business goes stratospheric with awards, scaling up and a gleaming new HQ.

“This could have been a televised case study of one of the multitude of businesses that TV has transformed in real life," said Andrew MacGillivray, Thinkbox’s marketing director in a statement. "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."


Dec 17, 2019
Client :
Agency :
Creative :
Creative :
Director :
Benji Weinstein
Production Company :
Production Company Producer :
Kate Noble
Director of Photography :
Simon Richards
Editor :
Max Windows
Edit :
Colorist :
George K
Color :
Black Kite Studios
VFX Supervisor :
Dan Sanders
Motion Design Lead :
Ashley Tyas
Post Production House Producer :
Amy Richardson
Sound Engineer :
Sam Robson
Sound :
Music Supervision :
Arnold Hattingh
Music :
Theodore Music
Media Agency :

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