AT&T wants to bask in the social good glow of Toms shoes in Oscars ad

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.

With an average audience in the tens of millions, the Oscars is widely considered the advertising industry's second biggest stage behind the Super Bowl. This year, companies are shelling out up to $2 million for a 30-second ad -- a record high -- according to research firm Kantar Media.

The partnership between the two companies will also extend beyond the commercial with co-branded giveaway bags at the event and a social media campaign.

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