03/17/1998 AT 12:00 AM EST

Johnny Roventini, 88, the pint-size bellboy who became one of the best-known figures in American advertising by shouting "Call for Philip Morris" on TV shows of the '50s and '60s (including, and most famously, on "I Love Lucy"), Monday, in Suffern NY. Cause of death has not yet been determined.

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