It was nine seconds of fame. Tim’s Baseball Card Shop, a small store specializing in sports collectibles, was one of four small businesses chosen by Miller High Life to share a 30 second Super Bowl Ad today. The ad generated buzz at Tim’s, with a crowd turning over continuously throughout a Saturday afternoon pre-game Super Bowl party.

Tim Herron of Tim's Baseball Card Shop appears in a Miller High Life Super Bowl Ad

Tim’s mom held court Saturday. “These are the cookies they are going to serve at my wake,” she told everyone who entered. “Try one” she said explaining that she wanted her family to put out a spread of Dinkels cookies for her when she passed on.

Tim passed from behind the counters to the glass-enclosed shelves, pulling boxes of cards for customers. The shelves were being emptied as regulars and new customers alike explored Tim’s. “The shelves were full when he opened,” one regular explained. I nodded. The place was so busy I couldn’t move enough to make notes.

In the corner a group of regulars held forth. “We don’t follow hockey,” one said. “We follow hockey,” another answered. Flavor, one of Tim’s customers, sat in a corner observing everything. “He’s sold thousands today,” he said.

At 3 PM Tim started a raffle. Between the older regulars winning and the dad’s of kids asking that the kids win a few prizes, everyone eventually seemed to be satisfied. The last item was a collectible football, awarded to the store’s very first customer.

Tim's Baseball Card Shop's first customer

Sunday, the ad played in the commercial break at the end of the third quarter. Windell Middlebrooks, the portly actor who plays a beer delivery man in Miller ads, introduced the four businesses: Del’s Barber Shop of Escondido, CA, Loretta’s Pralines of New Orleans, LA, Bizarre Guitar of Phoenix, AZ and finally Tim’s Baseball Card Shop of our own Lincoln Square. “I’m Tim,” he says as he thumbs a white t-shirt with his shop’s name clearly spelled out.
As Middlebrooks asks the four to give it up, the other three throw kisses at the camera while Tim appears to stare at it. Suddenly Tim does a karate kick.
Nine seconds of fame. A lifetime of memories.

Tim’s Baseball Card Shop is located at 4549 N Western Ave., Chicago, IL.

Tags: Tim Herron, Tim's Baseball Card Shop