Michael L. Leisner, the man who became world famous for an anti-LGBT protest gone wrong, has died suddenly at the age of 65. According to the Minneapolis Star-Tribune, the father of four abruptly passed away while sitting in his car, waiting for his two sons to finish their Saturday afternoon tennis practice.

A video of Leisner lighting a box of Honey-Nut Cheerios on fire, then losing control of the flames and hastily trying to stamp out the resulting blaze went viral online, making Leisner notorious, and opening him up to ridicule by comedians like Chelsea Handler of “Chelsea Lately” and Jon Stewart of “The Daily Show.”

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In the video, Leisner announced that he was protesting the company General Mills’s practice of recognizing same sex marriage and extending benefits to same sex partners of employees. In June of this year, General Mills announced its opposition to a proposed constitutional amendment banning same sex marriage in Minnesota, where the company is headquartered.

No official cause of death has been reported. Leisner’s pastor said that the deceased was a loving person and a good father. The video, said the pastor, “doesn’t accurately reflect who he was as an individual. He was a very loving and caring father of his four children, a loving husband and he seemed to get along with other people.”

Watch video of Leisner’s protest, embedded via YouTube, below: