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Gifts for all occasions in the Galleria! Subscribe to the "What is the Deal?" mailing list. October 19, 2003 What is the Deal with 10-10-987? By Jan A. Larson Unless you're living in a cave (like Osama bin Laden), you've probably seen those commercials for the "10-10-987" long distance service. Of course "987" is just another in a long list of three digit numbers you may use along with 10-10 for completing long-distance phone calls. What makes 10-10-987 different from all the other 10-10 services is the pitchman, the obnoxious, self-righteous and condescending John Stamos. Stamos is famous for his portrayal of Hermes "Jesse" Katsopolis on the long-running ABC television series, Full House. I never watched Full House. Not even once. I've also not seen any of Stamos' other performances. He had roles in several made-for-television movies such as Daughter of the Streets, Celebrity Weddings: In Style and How to Marry a Billionaire: A Christmas Tale. Stamos has also appeared in a number of other TV series and movies. For all I know, he is a fabulous actor with a great range of talent, although as far as I can determine, he has never received overwhelming critical acclaim. I'm not writing to critique Stamos' acting talent (or lack thereof as the case may be), but rather to critique his appearances on the aforementioned 10-10-987 advertisements. Most companies choose spokespeople that either (1) reflect the values and ideals of the company, or (2) evoke an emotional response in the viewer that encourages the viewer to purchase and use the product. I don't expect that the people at Telecom USA, the company behind 10-10-987 (and several other 10-10 numbers), wish to be perceived as obnoxious, self-righteous or condescending. Therefore Stamos must be there to appeal to our emotions. In one commercial, Stamos asks, "Why would I (emphasis on "I") use 10-10-987? After all, I have a lot of money." Could anything possibly be more condescending? Stamos, with a high school education and a few years experience portraying a character called "Katsopolis," has elevated himself so far into the stratosphere of the nation's upper crust that he wouldn't think of paying as little as 3 cents per minute (and 39 cents per connect) for long-distance service. His elite social status notwithstanding, he apparently has no reservations recommending 10-10-987 to the rest of us rubes out here in the vast wasteland. Why would we hicks want to pay so little when so many of us can easily afford to pay much, much more, just like the big shot Hollywood types like Stamos? In another particular irritating spot Stamos, after lecturing several patrons at a faux restaurant on the benefits of dialing 10-10-987 (plus one and the number), criticizes one gentleman's choice of breakfast fare. Gee, who knew one would learn so much about nutrition on a Hollywood sound stage? Not only are the Stamos spots annoying, but unless you're going to make a majority of your calls at least 30 minutes in length, 10-10-987 isn't such a great deal. The catch is the innocuous 39-cent fixed charge per connected call. Instead of the nominal three cents per minute rate, which is repeated over and over during the commercials, a five-minute call would cost just short of a whopping eleven cents per minute! Some deal. Even a 39-minute call would average out to a full four cents per minute (plus tax). Misleading, annoying advertising. The perfect advertising format for mathematically challenged Americans enamored with Hollywood pretty boys. Stamos and the people at 10-10-987 are probably laughing all the way to the bank. -- Send feedback to the author. The "What is the Deal?" column will appears weekly on the Pie of Knowledge website. Guest submissions are welcome and encouraged. To submit an article to "What is the Deal?" click here. To subscribe to the "What is the Deal?" mailing list and receive early notification when a new column is available, click here. The Pie of Knowledge will never, ever divulge email addresses to any third party for any reason unless so ordered by a court of law. Contributions to the Pie of Knowledge are greatly appreciated. 
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