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