Doris Roberts And Peter Boyle Spell Relief

USA TODAY: Alka-Seltzer marketers have been among advertising’s most prolific producers of jingles and catch phrases done in such infectious ways that they became pop culture staples of their times.
For its latest commercial, 75-year-old Alka-Seltzer reached back decades to resurrect perhaps the most famous slogan for the fizzy stomach remedy: “I can’t believe I ate the whole thing.”
Alka-Seltzer re-created the original ad from 1972. Playing the bickering married couple this time are Doris Roberts and Peter Boyle from Everybody Loves Raymond.
“Alka-Seltzer has some of the most famous advertising of all time and the brand has withstood the test of time,” says Jay Kolpon, vice president, marketing and new business, for the Bayer health care’s consumer care division. “This was a way to tap into the 75th anniversary. Tapping into the familiar, tried and true seemed a very natural place to go.”
The ad will be used for Alka-Seltzer’s first appearance on Super Bowl Sunday, in pre-game programming. Bayer health care, part of Germany’s Bayer Group, also has 30 seconds during the game, but that high-priced slot will go to sibling brand Aleve.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.