Scarlett O'Hara

He's making fun of the saying "help, I've fallen and can't get up".

This line was spoken in a television commercial for a medical alarm and protection company called LifeCall. The motivation behind the systems is that subscribers, mostly senior citizens as well as the disabled, would receive a pendant which, when activated, would allow the user to speak into to an audio receiving device and talk directly with a dispatch service, without the need to reach a telephone. The service was designed to appeal particularly to seniors who lived alone and who might experience a medical emergency, such as a fall, which would leave them alert but immobile and unable to reach the telephone.
In 1989, LifeCall began running commercials which contained a scene wherein an elderly woman, identified by a dispatcher as "Mrs. Fletcher", uses the medical alert pendant after having fallen in the bathroom. After falling, Mrs. Fletcher speaks the phrase "I've fallen, and I can't get up!", after which the dispatcher informs her that he is sending help.
Taken at its face value, the commercial portrays a dangerous situation for a senior, with perhaps dire consequences: an elderly person suddenly incapacitated at home, unable to get help, perhaps for hours or even days.



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