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Alka-Seltzer I Can't Believe I Ate The Whole Thing

I Can't Believe I Ate The Whole Thing Advertising Button Museum
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I Can't Believe I Ate The Whole Thing button back Advertising Button Museum
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I Can't Believe I Ate The Whole Thing
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Red background with white text. White circle in the center with a blue drawing of a distressed-looking man sticking his tongue out and holding his face, with bubbles in the air around him.

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NG SLATER CORP., N.Y.C. 10011, [union bug]

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This button references a 1972 Alka-Seltzer commercial in which "Ralph" moans "I can't believe I ate the whole thing" while his wife teases him and then advises him to take some Alka-Seltzer. The 30 second commercial was an immediate hit and received CLIO Hall of Fame recognition. It was remade in 2005 with Frank and Marie Barone (Peter Boyle and Doris Roberts), the lovable couple from "Everyone Loves Raymond." Both ads manage to promote the product in a memorable way, while being highly entertaining. Alka-Seltzer is an effervescent antacid and pain reliever which was first sold in 1931.

Watch the original 1972 spot.

Watch the 2005 remake

And for some insight into advertising team responsible, check out the project brief.

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