When I was getting hit with big urges in early sobriety, I did two things. As Delizadee said, I would play the tape in my head back to my last days of drinking. The drinking that started as soon as I got up and made everyday off totally unproductive. Reliving the morning headaches and stomach aches from constantly over drinking. The arguments with my wife because I would black out each night and not remember any conversations we had. The constant self loathing my life had become. I would just play these on an endless tape loop for the five minutes or so that it took an urge to pass.
I also found physical activity to help alot. Move a muscle, change a thought. I would jump on the exercise bike for ten minutes, or go for a walk, or lift some weights. Or even crank up the stereo and dance around the living room. It always seemed to help me out.