AT&T Helps Hype the TOMS Cause

AT&T makes a deposit into karmic collections in this collaboration with TOMS Shoes, a cause-based shoe firm that gives one pair of shoes to a child in need every time you -- yes, you! -- buy a pair.

The spot features Blake Mycoskie, and the format's familiar: he's the TOMS founder, a character of apparent integrity, talking in somber, stilting tones about his company's cause while hugging children and citing the need for dependable network coverage.

While it does little about our feelings for AT&T, whose service we endured with gritted teeth most of our early adulthood, we're at least pleased to have learnt about TOMS, whose altruistic business model warms us to our soles. From its inception in 2006, it's passed 140,000 shoes along to needy kids.

In defense of AT&T, however, TOMS will likely benefit immensely from the ad mileage and marketing cash that the carrier has at its disposal. Good stuff.