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Under the Influence

"I've fallen and I can't get up" – how a cult-classic commercial became a 30-year brand

The catchphrase originating from a particularly serious commercial appeared on T-shirts, bumper stickers and novelty records, and was used endlessly by stand-up comedians and sitcom writers.
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Still from LifeCall brand's cult-classic 1980s commercial featuring the now-famous line, "I've Fallen and I Can't Get Up." Woman holds up LifeCall remote control.
Still from LifeCall brand's cult-classic 1980s commercial featuring the now-famous line, "I've Fallen and I Can't Get Up." (HauntedGeorge /YouTube)
Under the Influence27:26Hurts So Good: When Bad Commercials Become Cult Classics

Do you remember this commercial?

That brand had a long-running commercial that began in 1989, and it contained one single line that made it a cult classic: "I've fallen and I can't get up." The product was a medical alert button for senior citizens. If they injured themselves and couldn't reach a phone, they could press the button on the small pendant, and be instantly connected to an emergency response service.

There was nothing funny about the commercial. It showed several senior citizens falling in distress, calling for help – then it sold the product with a 1-800 number. Yet, that one line in this unremarkable, badly-acted commercial became unintentionally funny.

The catchphrase appeared on T-shirts, bumper stickers and novelty records and was used endlessly by stand-up comedians. It was frequently referenced on sitcoms, like The Fresh Prince of Bel Air, The Golden Girls and Roseanne.

It even inspired country songs.

The phrase was originally uttered by a woman named Edith Fore. One day she took a serious fall, hit her head, pressed the button on her pendant and said the line to the operator. That line was then included in a commercial, it got kinda famous, and when they did follow-up ads they hired Edith to give testimonials.

The catchphrase became so famous, Edith herself became a mini-celebrity, and was even interviewed by People magazine. That commercial has become such a cult classic, the product is still sold today, over 30 years later.

For more Bad Commercials That Become Cult Classics, click or tap the play button above to hear the full Under the Influence episode. Find more episodes on the CBC Listen app or subscribe to the podcast.