I Can't Believe
I Ate the
Whole Thing!

I Can't Believe I Ate the Whole Thing brought a new phrase to the American vocabulary - one that is still used today. Although created almost 25 years ago, the line and the scenario remain contemporary.

In this memorable scene, Ralph is seated on the edge of his bed, upset at having eaten too much. His wife, who is lying next to him, is trying to sleep and is becoming increasingly impatient with his moaning.

I Can't Believe I Ate the Whole Thing (1972, 30 seconds)

Ralph (groans): I can't believe I ate the whole thing.

Wife: You ate it Ralph.

Ralph (groans): I can't believe I ate the whole thing.

Wife (sarcastic): No Ralph, I ate it.

Ralph (groans): I can't believe I ate the whole thing.

Wife: Take 2 Alka-Seltzer's.

Voice Over: Alka-Seltzer neutralizes all the acid your stomach has churned out. For your upset stomach, take Alka-Seltzer and feel better fast.

Wife: Did you drink your Alka-Seltzer?

Ralph (smiles): The whole thing.

The advertising agency Wells, Rich, Greene created this spot along with other memorable campaigns such as "Plop, plop, fizz, fizz," and "Try it, you'll like it." It won a Clio Award (the television commercial equivalent of an Oscar) in 1972 and later joined seven other acclaimed Alka-Seltzer ads in the Clio Awards Classic Hall of Fame. The line, "I can't believe I ate the whole thing," was also selected by Newsweek magazine as one of the ten best quotes of the decade.

 

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