When you buy a pair of shoes from Toms, another pair is donated to a child in need. This "One for One" business model has sparked a lot of well-deserved Web buzz for the e-retailer, but Toms got a healthy heaping of national attention this weekend from this new AT&T ad, which debuted during Masters Tournament coverage. "Two months ago AT&T approached us wanting to feature Toms in an ad campaign," founder Blake Mycoskie writes on the company's blog. "We could not have been more excited and grateful, but to find out weeks later that the ad would premiere as part of the Masters telecast was truly an honor." By the end of the weekend, the company was already saying that thousands of new shoes orders were coming in, which means thousands of shoes for impoverished children worldwide. Mycoskie is optimistic that the publicity boost could also result in expanding the donation concept beyond shoes. "Our debut on the Masters telecast," he predicts on the blog, "will prove to be a landmark moment for our One for One movement."

—Posted by David Griner