1-800-COLLECT Jeremy McGrath (commercial, 2001)

This 2001 ad represents the tail end of the long distance boom. The industry was in a steep slide, never to recover. 10-10- dial around services were in eclipse and the collect-calling business was mopping up the last few dollars before the landline long distance business succumbed to cell phone plans with free long distance. Also extreme sports were big in the 90s and still going at a reduced rate in the early 2000s. This ad combines the long distance boom and extreme sports and brings up motocross star Jeremy McGrath and Alyssa Milano in her Eva Savelot persona.

Long distance was big business in the 80s and 90s, with the battle lines drawn first by trying to get people to switch carriers, then by offering "dial around" (10-10-) services for cheap calls and finally by offering 1-800 access and other 10-10- services targeting specific portions of the market. 1-800-COLLECT hit gold and then collect calling became a major focus of advertising, even though collect calling had been a rarity and near curiosity for most customers.

The long distance industry had been a huge source of ad revenue for TV stations right up there with beer companies but shortly after this, all the angles had been played out and long distance became a low margin industry with little money or reason to advertise. Big long distance finally succumbed to nationwide free long distance (and free roaming) plans on cell phones starting with Sprint PCS' service in 1995.

Far from a big business, long distance is now a cheap or free service thrown in as a kicker to all-in-one voice plans.

This spot aired on FOX during a showing of Malcolm in the Middle on Sunday January 14th, 2001

Category:

Science & Technology

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