Bob Uecker’s ad career—looking back at the Miller Lite pitchman’s greatest hits

Bob Uecker, who parlayed an undistinguished baseball career into an unforgettable run as broadcaster, actor and commercial spokesman, died Thursday at age 90. Uecker was known for his goofy charm and self-effacing, embellished tales he shared as a Milwaukee Brewers broadcaster and later as a pitchman and regular guest on “The Tonight Show.” He joined the cast of former athletes in Miller Lite’s long-running “Tastes Great Less Filling” campaign in the early 1980s, and like John Madden, quickly became a fan favorite with multiple commercial appearances. Uecker’s plaid-jacket-wearing “Mr. Baseball” character obliviously absorbed small humiliations like being locked out of a bar, being mistaken for more famous players, or discovering how little his baseball card was worth. His delivery of the line “I must be in the front rooow!” (from Miller Lite) and “Just a bit outside,” (from “Major League”) each became enduring catchphrases among sports fans. “Uecker’s dry delivery and self-deprecating wit elevated him above 99% of all sports personalities,” said Marty Stock, a Marquette University professor and former agency executive for multiple beer companies. “Between the Miller Lite creative and his appearances on ‘The Tonight Show’ with Johnny Carson, Bob gave a masterclass on comedic timing.” “We are so saddened to hear about the passing of the legendary Bob Uecker,” Ann Legan, VP of marketing for the Miller Family of Brands, today part of Molson Coors, said in a statement. “An integral part of the original Great Taste, Less Filling campaign that launched Miller Lite 50 years ago, Bob’s impact extends far beyond the field. He’ll always be in our front row.” McCann-Erickson developed the Lite campaign in 1975. Ad Age ranked Tastes Great, Less Filling eighth on its list of the 100 greatest advertising campaigns of the 20th century. Uecker’s “Mr. Baseball” persona also carried an ad for Krylon paints in the 1980s. Most recently, a bobblehead Uecker appeared in MLB’s “Baseball is Something Else” campaign from Wieden+Kennedy in 2023. A catcher, Uecker played in the Major Leagues for parts of six years with the Milwaukee Braves, St. Louis Cardinals, Philadelphia Phillies and Atlanta Braves, retiring after the 1967 season with a .200 career batting average. He began broadcasting in 1969 and was the voice of his hometown Milwaukee Brewers for 54 years. His acting credits included the 1980s sitcom “Mr. Belvedere” and the “Major League” movie franchise. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here

Bob Uecker’s ad career—looking back at the Miller Lite pitchman’s greatest hits

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