Most small business owners can’t afford air time on local TV, let alone a Super Bowl commercial. For one Chicago dealer who got lucky, it’s the ultimate buzz.
Buying TV airtime in a local market is beyond the reach of most baseball card shops. Getting free airtime in an ad that will be seen by millions?
But it’s reality for Tim Herron.
The Chicago area collector/dealer will be one of four small American businesses featured in a spot being prepared by Miller/Coors Brewing Company to run during Super Bowl XLIV.
The 30-second ad for Miller High Life will feature Herron, the owner of Tim’s Baseball Card Shop, along with the owners of Del’s Barber Shop in Escondido, Calif., Loretta’s Authentic Pralines in New Orleans, La., Bizarre Guitar & Drum in Phoenix, Ariz. The familiar face of Miller’s no-nonsense beer deliveryman will also be part of the commercial.
Miller High Life scoured the country to identify potential businesses to be featured in the Big Game commercial. From the many qualified companies that stood out, the folks at Miller High Life had the difficult task of narrowing it down to a few small businesses from around the country.
The 25 year-old Herron and the other business owners shot the commerical in California a few weeks ago.
Herron opened Tim’s Baseball Card Shop in 2004 in the Lincoln Square neighborhood of Chicago. Herron’s store buys and sells all types of sports memorabilia including baseball cards, basketball cards, football cards and autographs. He is the only employee.
"We had a lot of fun working with the owners of these companies and we think they represent small businesses across the country very well," said Miller High Life Brand Manager Joe Abegg. "We hope this experience has been as positive for them as it has for us and that it only serves to help small businesses thrive."
A 30-second teaser ad will hit the air beginning this week. Additional content, including outtakes from the Big Game commercial shoot and information on the four businesses featured in the ad as well as others that are living the High Life, can be seen here.
Watch coverage of the Miller-sponsored wrap party in Chicago courtesy of ABC-7: