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."