They Like 'em...hey Mikey!

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Growing up with the name Mike, and not being very picky about food, I often hear the phrases “give it to Mikey! He’ll eat anything!” and “Mikey likes it!”

Here's Mikey without his newsboy hat and shoes. Since he'll be in the baby's room, I went ahead and sewed the hat and shoes on after this picture, so they wouldn't get lost. His linen short pants look a bit like jodhpurs to me. Which was unintentional, but I don't mind it. Maybe he is a polo player. Q: What ever happened to Little Mikey from the 1972 Life cereal ad? —David Hooper, Mount Vernon, Tex. A: John Gilchrist, 44, ­appeared in over 250 commercials; now he’s on the other side of. Little Mikey was a fictional boy played by John Gilchrist (born February 2, 1968) in an American television commercial promoting Quaker Oats' breakfast cereal Life.The ad was created by art director Bob Gage, who also directed the commercial.

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The thing is, has anybody actually seen the Life Cereal commercial these phrases come from? Look:

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Neither phrase is actually spoken in the commercial. Ok, people can be forgiven for saying “Mikey likes it” instead of “he likes it”, since the latter only makes sense in the context of the commercial. But as for “he will eat it, he likes everything”, it’s the complete opposite.

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Listen carefully. The kid actually says “he won’t eat it. He hates everything.” In fact, that’s the whole damn point. If Mikey likes everything, then it’s no surprise that he likes Life Cereal too, so there’s no reason for the kids to go apeshit. But if he hates everything, yet likes Life, then it must be really good. Almost makes you want to go out and buy it, which is, you know, sorta the purpose of a commercial.

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Since I really do like everything, it’s probably a good idea to feed this Mikey anything that you suspect is good, but want to make sure it’s not surprisingly nasty. Because then if I hate it, you can scream “he hates it! Hey Mikey!”, and avoid that product. Address available upon request for anyone who wants to send me free food. Get the original Mikey to eat some too, and you have a sort of double dissociation going on. Too bad he died from eating pop rocks and Coke *.

* [citation needed].

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See also: Luke, I am Your Father: 8 Memorable Movie Misquotes