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Alka-Seltzer to redo classic spot
Paper reports Bayer unit will shoot a new version of 1972's 'I can't believe I ate the whole thing'.
December 12, 2005: 1:32 PM EST

NEW YORK ( - Alka-Seltzer is reportedly set to follow a course well worn by movie studios and come out with a remake of one of its classic commercials.

The New York Times reports that the unit of Bayer is re-creating a 1972 spot for Alka-Seltzer known as "I Can't Believe I Ate the Whole Thing." The commercial repeats that plaintive cry from a husband suffering from his gluttony, until he gets the advice from his minimally sympathetic wife to take Alka-Seltzer.

The paper says that the company's ad agency, BBDO Worldwide, has turned to a familiar pair for the casting as well, using Peter Boyle and Doris Roberts, who played the battling parents on the long-running former CBS sitcom "Everybody Loves Raymond." Boyle's character on the show was known for his eating excesses.

The paper says one difference from the original spot is the wife's response to the husband's discomfort. In the original she said, "You ate it, Ralph." In the remake, Roberts acknowledges the new spot is a remake by replying, "Oh, where have I heard that before?"

The original spot, still well remembered by many viewers old enough to have seen it, was created by the old Wells Rich Greene agency, according to the paper.

The revival is meant to pique consumer interest in the 75th anniversary of Alka-Seltzer, to be commemorated starting next month, Jay Kolpon, vice president for marketing and new business at the Bayer Consumer Care division, told the paper.

Ed Maslow, senior vice president and senior creative director at the New York office of BBDO, part of the Omnicom Group (Research), said the agency and the company are considering remaking other well-liked Alka-Seltzer commercials from the 1960's and 70's.

For a look at Coca-Cola's new advertising tagline, click here.  Top of page

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