For true 70’s and 80’s babies the phrase “He likes It! Hey, Mikey!” is forever etched into your etch-a-sketched minds. The famous ad campaign for Life cereal ran for over a decade starting in 1972, and now, in 2019, The Quaker Oats brand is hoping to find its new iconic Mikey.
source https://thegrapevine.theroot.com/calling-all-parents-your-son-or-daughter-could-be-life-1834191016