TOMS Shoes: TOMS Shoes Connected

This Sunday AT&T will launch a new ad during the Oscars, featuring Blake Mycoskie, TOMS Founder and Chief Shoe Giver. Before I get to the new ad/campaign I wanted to tell you the cool backstory. You may recall back in 2009 AT&T also featured Blake in a wildly popular spot that happened to also be a huge pivot point for TOMS itself. Back then Blake was running his small biz from the road since he was traveling about 300 days a year, doing most of his work on the AT&T network, from his cell phone. An AT&T camera crew joined him on a shoe-giving trip to Uruguay, documenting the essence of TOMS, turning it into a commercial. The theme was essentially a guy using his AT&T phone to make a difference in the world through business – and did it ever resonate!