Uecker, the legendary Milwaukee Brewers radio announcer, was among the former athletes and other celebrities who starred in a long-running TV advertising campaign for Miller Lite. The so-called "Uecker seats" at Miller Park are cheap tickets, with the name a reference to a TV spot that had Uecker ousted from a ballpark box seat and exiled to the nosebleed section.
Lite reigns as Miller Brewing's number-one brand and carries the biggest ad budget among the company's brews. But Miller's fortunes are increasingly tied to guys such as Ocean: young hipsters who are drinking less beer than their baby boomer parents and are more likely to tune out mainstream ad campaigns.