So what are you doing for New Year’s? If, like thousands of other revelers, you decide to celebrate it at Times Square in New York, Alka-Seltzer hopes you notice the ABC Superscreen, where a spot for Bayer’s new Alka-Seltzer Heartburn Relief will happily be airing.

“We’re trying to reach those people out there enjoying the festivities, eating too much, eating the wrong food and having the stresses of the holidays,” said Michelle Cunningham, brand manager on Alka-Seltzer at Bayer in Morristown, N.J. “They’ll understand the heartburn message, see Alka-Seltzer Heartburn Relief and [hopefully] go buy the product.”

The spot, from BBDO New York, features a man tossing and turning in bed with his wife. When she asks him what is wrong, he breathes fire. After taking Alka-Seltzer Heartburn Relief tablets, the fire is squelched, and his breath turns icy.

The commercial, which broke recently on network and cable TV, will air on the ABC Superscreen from Dec. 26 through Jan. 1.