Uploaded June 2011 | Updated September 2026, 14 hours ago
After losing David Arquette, AT&T made a call to the bullpen to bring in Damon Wayans to plug their 1-800-CALLATT service. By the time this ad aired (2001), the game was pretty much up anyway, even with the star power of a Wayans brought to bear. Long distance no longer a viable business. Wayans does his own schtick and a little flash of Aqruette's frantic dialing gag.
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 Sunday, February 25th, 2001 showing of Malcom in the Middle.
After losing David Arquette, AT&T made a call to the bullpen to bring in Damon Wayans to plug their 1-800-CALLATT service. By the time this ad aired (2001), the game was pretty much up anyway, even with the star power of a Wayans brought to bear. Long distance no longer a viable business. Wayans does his own schtick and a little flash of Aqruette's frantic dialing gag.
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 Sunday, February 25th, 2001 showing of Malcom in the Middle.
