Casablanca (film) misquotation. One of the lines most closely associated with the film—"Play it again, Sam"—is inaccurate. When Ilsa first enters the Café Americain, she spots Sam and asks him to "Play it once, Sam, for old times' sake." After he feigns ignorance, she responds, "Play it, Sam. Play 'As Time Goes By'." Later that night, alone with Sam, Rick says, "You played it for her, you can play it for me," and "If she can stand it, I can! Play it!" Rick's toast to Ilsa, "Here's looking at you, kid", used four times, was not written into the draft screenplays, but
The Kid in You that it was permissible for serious adults to indulge in their childhood tastes. Kellogg's considered Burnett's approach for Frosted Mini-Wheats to be a resounding success. Between 1990 and 1994, the brand doubled in sales and, by 1994, was ranked the number three cereal in the United States. The Kid in You The Kid in You is an advertising slogan developed for Kellogg's Frosted Mini-Wheats by the Leo Burnett Agency in the mid-1980s. The slogan was aimed at adults who were concerned with their perceived maturity but still wanted a sweet tasting children's cereal. "The Kid in You" campaign, started in