Promotion - Mikey likes it!

The Life ad's featuring Mikey, a kid who hates everything, but "He Like's It!" when he tries Life cereal. The ad was filmed in 1971, when Mikey, John Gilchrist (born February 2, 1968), was only 3. It first aired in 1972 and ran on TV through 1986.

Story[]

In the commercial two siblings have a single bowl on the healthy Life Cereal before them, and neither want to try it. So they give it to their 3 year old brother, Mikey, who hates everything. But surprisingly, Mikey Likes It.

Legacy[]

In the late 80s Life started making new ads and promotions that paid tribute to the popular, long running ad. One of which was the "Guess Who's Mikey?" promotion where several people of differing age were featured on the front and back of the box and 15,000 people who guessed correctly could win $100.
In the 1997 Life ran promotions and contests to Be The Next Mikey, and landed on a girl for the role.
In 2000 Life cereal remade the commercial with a new adult cast using the exact same dialog.

Pop Culture References[]

In the episode The Real Ghostbusters S01E02 Killerwatt (September 20, 1986), Peter Venkman says, "Uh, oh, Mikey likes it." after shooting the ghost with his particle thrower to no effect.