Alka-Seltzer - "I can't believe I ate that whole thing." (1972) :30 (USA)

The husband, Ralph, groans at the edge of the bed: "I can't believe I ate that whole thing."

"You ate it, Ralph!"

He reapets the phrase to the point that it enters pop culture vocabulary, "I can't believe I ate the whole thing", for decades. This advert was eventually included the in the Clio hall of fame. 

Agency: Doyle Dane Bernbach

Creatives: Howie Cohen and Bob Pasqualina.

Principal talent: Milt Moss

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Can you imagine Milt Moss, he was 93 years old when he died and people still remembered “I can't believe I ate that whole thing”