No ‘Front Row’? Bob Uecker’s Famous Beer Commercials Almost Didn’t Happen

By Christina Lorey

May 28, 2025

Bob Uecker’s now-iconic “I Must Be in the Front Row” Miller Lite commercial almost never happened! Here’s the story ⤵️

It was 1984.

Miller wanted Ueck, who was already a national treasure thanks to his dozens of Carson appearances, to star in its “All-Stars” campaign.

The problem? PABST — not Miller — sponsored the Brewers at the time.

So Uecker went to Brewers owner Bud Selig and told him the deal. The two decided to give Pabst an opportunity to match Miller’s offer, and when they couldn’t, Ueck was able to go rogue!

“I wanted to do those Miller spots because they were such fun, and there were so many great guys doing them,” Ueck told the Journal Sentinel in an archived interview. “They were the best commercials on television back then.”

“There was Ray Nitschke and some of those Packer greats. There was Ben Davidson, Bubba Smith. There was Rodney Dangerfield, Joe Frazier, Marv Thronberry and Boog Powell. John Madden was great. We had a blast doing those spots.”

🎥 WATCH: Bob Uecker’s Classic Miller Lite Commercial

And if it wasn’t for those spots, Uecker might’ve never become a movie star!

Ueck’s Miller ad caught the attention of David S. Ward, the writer/director of “Major League,” who gave the broadcaster a chance to play the iconic Harry Doyle in his 1989 baseball comedy…

And the rest IS history. ⚾️🍺🏟️

KEEP READING: 5 Things You (Probably) Don’t Know About Mr. Baseball

Author

Christina Lorey

Christina Lorey is an Edward R. Murrow Award-winning journalist and former UpNorthNews newsletter editor. She previously worked as a producer, reporter, and TV anchor for stations in Madison and Moline. When she’s not writing or asking questions, Christina volunteers with Girls on the Run, the Pancreatic Cancer Action Network, and several mental health organizations.

View all posts

CATEGORIES: LOCAL PEOPLE

Support Our Cause

Thank you for taking the time to read our work. Before you go, we hope you'll consider supporting our values-driven journalism, which has always strived to make clear what's really at stake for Wisconsinites and our future.

Since day one, our goal here at UpNorthNews has always been to empower people across the state with fact-based news and information. We believe that when people are armed with knowledge about what's happening in their local, state, and federal governments—including who is working on their behalf and who is actively trying to block efforts aimed at improving the daily lives of Wisconsin families—they will be inspired to become civically engaged.