AT&T Helps Keep TOMS Shoes Connected

AT&T is hoping to tap into the socially responsible aura of Toms shoes in a new commercial set to debut during the Oscars on Sunday.

The 30-second ad follows Toms founder Blake Mycoskie as he narrates part of the story behind the success of his clothing brand, a for-profit company that claims to give one pair of shoes to an impoverished child for every pair sold.

The spot, produced by ad agency BBDO, is essentially a follow-up to one the carrier ran with Toms in 2009, when Mycoskie’s then-fledgling business was still without an official headquarters and operations were run by cell phone on the road.