How many impoverished children does it take for us to become numb? How long does it take for us to recognize our uncomfortable wealth and their screaming need? Are you tired of feeling like that? TOMS obviously has the answer. According to their, “one for one” solution, TOMS offers a pain- free self-esteem booster. Is this ad concerned with your dreamless sleep? I think not. They are using moralism to dictate your purchases.
As a collective “our”, TOMS makes sure you know they are not making empty athletic promises. When comparing these shoes against the running-faster and jumping-higher kind, they accomplish something different; something better. They thrust a suggestion of peace at you; knowing it will hit home with your supposed restless self-interest. But they aren’t making you work too hard. Through squinted eyes, we get the promise of their, “best possible fashion statement.” It’s like TOMS hands you a pair or shoes, pats you on the back and sends you on your way. The consumer can feel satisfied with this deed, while TOMS takes care of the rest. All the credit goes to you.
Your moral satisfaction is prioritized here. This ad knows you care about the kids, but only enough to satisfy your moral obligation right? They make sure you see the clear results of your charity with the proof of your own pair. An opportunity is offered to give and it is assuredly carried out by TOMS. They appear solid in their resolution. The fine print throws you a fact, references the, “children in need,” and proudly brandishes their logo. TOMS presents their proposition as if stepping back from your car engine, as you hear it roar to life. They’ve rigged up a settlement that allows for everyone to win. You get to sleep; the little feet get shoes; and the consumer is involved in a trend that shows you care.
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