Coinstar Takes On Burden of Change

Tooth fairy stars in first national TV from TBWA\C\D

A tooth fairy struggling with a bag filled with quarters, nickels and dimes illustrates the difficulty of dealing with change in Coinstar’s first national TV advertising.

A 30-second spot breaking today from TBWA\Chiat\ Day in Playa del Rey, Calif., opens with the tooth fairy—a blond woman in a white costume and wings—taking a child’s tooth and replacing it with coins.

As she leaves the room, she hoists the bag over her shoulder and falls down the stairs, spilling $7,000 in change. The scene shifts to a supermarket, where she sees a Coinstar machine while purchasing bandages. She gleefully pours her change into the machine and leaves with a few bundles of cash.

The spot retains the tagline, “You give us coins, we give you cash,” which TBWA\C\D introduced in 2001.

Coinstar spent about $1 million in media in 2002, according to TNS Media Intelligence/CMR, which was limited to radio. The client expects to increase its spending this year.

The Bellevue, Wash.-based company chose national TV because it has grown to encompass 10,000 machines in the U.S., with more than half of all Americans living within two miles of one, said client vp of marketing Gretchen Marks.

Research showed that “coins are truly a burden to people,” said shop creative director Neal Hughlet.

The spot will air for eight weeks on cable networks such as TNT, VH1, E! and FX, and will run again in the fourth quarter, Marks said.