You might not know his name, but you know his favorite cereal! He is Mikey the Freckled-faced kid from those Life cereal commericals!

In 1971, Life Cereal started an ad campaign starring three young brothers (The Gilchrist brothers). The now classic TV spots (which ran from 1972 through 1987) featured the oldest brother saying “He likes it! Hey, Mikey!” once they discovered that picky Mikey liked the cereal.

The three Gilchrist brothers are now successfully employed: John as an advertising executive; Michael as a labor negotiator, and Tommy as an account executive. (Thanks to tvacre.com for this info).

Check out the infamous commercial here.

He likes it! Hey Mikey!