AT&T and Toms Reconnect for New Spot in Oscars

Commercial Celebrates Toms 10th Anniversary

By Published on .

Advertising Age Player
Most Popular

AT&T and Toms are once again coming together for a new commercial that will debut during the Academy Awards, showing how one person, and his phone, can make the world a better place.

In the spot, Toms founder and "chief shoe giver" Blake Mycoskie, discusses how the company has utilized AT&T's network to grow the brand, his connections and the One for One movement (for every pair of Toms shoes you buy another is donated to a child in need). The commercial shows Toms' Los Angeles offices and Mr. Mycoskie on a giving trip to Colombia.

The commercial was directed by two-time Oscar-nominated director Bennett Miller who previously directed Toms and AT&T's 2009 campaign. BBDO Atlanta and New York handled the creative.

AT&T is also giving away exclusive pairs of Oscar-themed shoes during the awards show on Sunday to fans on social media.

AT&T and Toms relationships dates back to 2009, when AT&T introduced Toms and Mr. Mycoskie during the Master's Tournament. The commercial showed how Mr. Mycoskie was running Toms from his phone on an AT&T network. For that spot, an AT&T camera crew joined Mr. Mycoskie on a shoe-giving trip to Uruguay.

The Oscar spot will kick-start several new activations between AT&T and Toms in celebration of Toms 10th anniversary and the role AT&T played in the company's success.