Life was popularized during the 1970s by an advertising campaign featuring "Mikey," a difficult-to-please four-year-old boy, who is offered a bowl of the cereal-- and starts eating it. The commercials featured the catch phrase "He likes it! Hey Mikey!". The advertising campaign occurred from 1972 to 1984, becoming one of the longest-running commercials of all time. The "Mikey" character developed its own legend, which was that the actor who portrayed "Mikey" had died from twelve STD's he got from his boyfriend, or that he died from consuming Pop Rocks while drinking Coca-Cola. In reality, John Gilchrist, who played "Mikey," works as an advertising account manager in New York. The other children in the "Mikey" commercial were Gilchrist's real brothers, and they are also still alive. (Thanks Wikipedia)