An Endearing Icon of Advertising

Mikey: In the exhilarating realm of advertising, certain characters rise to such monumental heights that they transcend the very products they promote, embedding themselves into the fabric of our culture.

Mikey from the unforgettable Life cereal commercials is undeniably one of those remarkable figures!

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This young boy with freckles and a memorable wariness of new foods captured the affection of many and became a representation of childhood curiosity and innocence.

Let’s explore his story and the enduring influence of these timeless commercials.

The Birth of an Icon

The Life cereal commercial featuring Mikey first aired in 1972, created by the Doyle Dane Bernbach advertising agency.

The premise was simple yet effective: three brothers sit at the breakfast table, contemplating a new, unfamiliar cereal called Life.

The older brothers (his real-life older brothers) are hesitant to try it, fearing it will taste just like any other healthy cereal—bland and unappealing.

In a moment of brilliant reverse psychology, they decide to give it to their youngest sibling, Mikey, known for his picky eating habits.

To everyone’s surprise, he loves it, eagerly digging into his bowl.

“He Likes It! Hey Mikey!”

The commercial’s iconic line, “He likes it! Hey Mikey!” became very popular, showing the excitement of finding something really delightful. Mikey’s genuine reaction connected with people, especially parents and children, making the ad very successful.

“He won’t like it, he hates everything!”

His portrayal as a hesitant but pleasantly surprised eater mirrored a lot of real-life moments, making the commercial easy to relate to and remember.

Who is Mikey?

The role of Mikey was played by John Gilchrist, a child actor who became an overnight sensation thanks to the commercial. Gilchrist’s natural charm and authenticity made a beloved character.

Trivia: In real life, John Gilchist is not a picky eater at all but he admits he still loves Life Cereal

Despite his newfound fame, Gilchrist remained grounded, continuing his schooling and eventually moving away from acting.

The public’s affection for Mikey endured, and Gilchrist occasionally reflected on his time as Mikey in interviews, expressing gratitude for the opportunity and the positive impact it had on his life.

Fake News: An ugly, false rumor was spread back in the the 80s claiming that John Gilchrist had died after eating a combination of Pop Rock and soda.

So What Happened to Mikey?

John Gilchrist transitioned away from acting after his early brush with stardom.

Following his role as Mikey, which made him a household name, Gilchrist led a relatively private life and did not pursue a long-term career in acting.

Trivia: The role of “Mikey” was brought back in a series of “Today’ Mikey” commercials, featuring the character as a college student

Gilchrist attended Iona College in New Rochelle, New York, where he earned a degree in communications.

After completing his education, he became employed at Madison Square Garden, holding a prominent position in the media department. He has 3 children and lives in Upstate New York

Despite the enduring popularity of the Life cereal commercial, Gilchrist chose to maintain a low profile and did not seek to remain in the public eye