Faithful Mad Men viewers should remember all the way back to last Sunday’s episode, which featured Don Draper making a pitch to win the Life cereal account.  Too bad his idea “Eat Life by the Bowlful” idea didn’t win, because the pitch used by Quaker Oats in the early ’60s was much more…odd.

Mmm mmm, how ’bout those pro-tee-ins!  They sure are most useful.

For a more in-depth look at Life’s pre-Mikey advertising, check out Eater.

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