Even though Toms is apparently “no longer a shoe company” according to a statement from its founder at SXSW, it doesn’t mean they can’t advertising like a shoe company, does it? To do so, the company enlisted the help of visually-striking director Mac Joseph, who created a faux flash-mob human piano in a park.
Though Toms also makes shoes for men (including a leather wedding edition of the slip-on sneaker), this spot is all about cute girls in tight pants, who are generally the demographic you see wearing Toms for biking around their urban environments. Really, this spot is a cool, well-executed idea that showcases the product in an interesting way. And, much to the delight of the hipsters who will rock Toms for their summer music festival pilgrimages, the charitable shoe company is outfitting its models with American Apparel clothing.