The commercial might have been for
Tagg, a collar that works with a mobile app. It's a pretty cool product, but it is expensive, particularly because it requires a monthly subscription (with subscription fees).
Someone above mentioned the
RoamEO GPS collar. I wanted to mention that it does fit small dogs. The collar can adjust as small as 12 inches.
I read an interview somewhere a while ago with the company's president. He's a dog owner himself and invented the GPS collar/handheld receiver system when he lost his dog while hiking (he found the dog!).