July 25, 2011: "Oh, What a Relief"

Author:
J. Agre

Concept:
We decided that the best way to highlight this lovely, original High Relief was by using an unbelievably clever tagline which actually had the word ‘relief’ in it.

But that proved waaaay more difficult than we first thought, since despite considerable effort by our research department (who I believe skipped lunch twice while working on this project), we could only come up with one memorable quote: this lame-o Alka-Seltzer tagline which got heavy TV airplay in the late 1970’s, and is still embedded deep within the cerebral cortex of most people who owned a television set at that time.

So of course we used it.

Captions that didn’t make the cut:
The only alternative we considered was this exact quote, but without the comma after ‘Oh’.

And while the ‘no comma’ version is actually true to the original A-S ads, we preferred that the reader pause for a split second before plunging headlong into the the rest of the sentence.

So we inserted one in there.