His famous Alka Seltzer TV commercials had the whole world saying, "I can't believe I ate the whole thing" and "Try it, you'll like it." In this fun, fast-paced, and often hilarious memoir, Howie Cohen gives us a front row seat to those amazing revolutionary times: how pot and the pill opened the doors (and everything else) to sexual and creative freedom; the creative takeover by mensch-y Jewish copywriters and macho Italian art directors; the disruption of ad campaigns like "the dumb shoe" and "the exploding clown"; the madness of Hollywood movie moguls; the sacrifices, the struggles, the wins and the losses. I Can't Believe I Lived the Whole Thing chronicles Howie's personal journey from The Bronx to the Clio Hall of Fame in an era that changed the look and the language of American pop culture.