Last month, BBDO launched its “Your Network” campaign for AT&T, emphasizing the network’s focus on personalization. Now the agency has launched a spot, created collaboratively by both its Atlanta and New York offices, exploring how the network has helped TOMS founder Blake Mycoskie realize his goals.
It’s not the first time AT&T has featured Mycoskie is an ad, as a 2009 spot highlighting his company’s “One for One” pledge to donate a pair of shoes for each purchased debuted during Masters Tournament coverage and helped to boost sales (and donations) for the company. TOMS has expanded substantially since then, and the new spot highlights how AT&T plays an important part in the business. AT&T chose to revisit TOMS and Mycoskie in celebration of TOMS’ ten year anniversary and to show the role the network has played in helping the company expand. Mycoskie provides the voiceover for the spot himself, beginning with his company’s philosophy, “It was a simple idea: for every pair of shoes we sold, we’d give a pair to a child in need.” He then claims AT&T has been there for him since the start, “keeping me connected to my team, to my business and to the reason we put giving first.” The 30-second ad stays to the point, not straying from its message while highlighting the best of both companies. The spot will make its broadcast debut this Sunday, during ABC’s coverage of the Oscars. We think that probably qualifies as a step up from the Masters Tournament. Stick around for the behind-the-scenes footage if you’d like to learn more about the spot’s production.
“We’ll be debuting some special-edition TOMS shoes on the red carpet at the Oscars,” Mycoskie revealed in a blog post. “We only made a limited number of these shoes, and we won’t be selling them. Instead, we’re giving them away with AT&T on Twitter. Follow along for entry details and a chance to win @ATT.”