This is a brilliant commercial.
Not just for the great song, "Nothing More" by The Alternate Routes. And its lyrics which obviously sync up well with each clip intentionally...
Because TOMS is about people.
As Adam Braun of Pencils of Promise says,
Our words are incredibly important - even something as simple as a slogan.
Especially a slogan.
It directly expresses the vision in the TOMS brand. One for One.
For one, another.
So don't overlook that. For yourself or your company.
This is the TOMS vision made manifest in a great commercial, with all those people participating, front and center - those receiving AND those giving - as always; and secondarily, is the branding component.
The branding works only because that first part is genuine.
And it shows really well here.
More companies are catching on to all this psychology though. So as they do, we consumers will have to hone our discerning eye to spot the trend-following frauds from those genuine.
A warning: It will become more difficult.
I'm happy to see that this thread of collaboration and purpose - the same reason I proposed "with" in place of "for" - continues to run through the intentional fabric of TOMS still.
Messaging on point.
Again, well done Blake and the current TOMS team! Cheers to 10 years.