$3 million Super Bowl ad for Lincoln Sq collectible shop; Miracle in the cards

Herron, 25, the owner of Tim's Baseball Card Shop, 4549 North Western Avenue, a storefront a block south of the Western Ave Brown Line stop, had struck gold. "It didn't sink in till I was on the set," Herron says, "all the people are staring at you and I realized this is the biggest thing I ever did."

Herron is just an ordinary Joe, the same type of guy that Miller is trying to appeal to with its ads "Are You Living the High Life?" He says he grew up across Western Avenue, went to school at Queen of Angels and Lake View High School and opened the store in the neighborhood he grew up in.

Herron denies he has seen the finished ad. Out takes are available on the Miller web site. The ad, valued at $3 million by CNN, is a takeoff on the Miller High Life living the high life campaign featuring Windell Middlebrooks as a beer delivery man. Middlebrooks shot the ads with Herron. Herron remembers sitting around the set trading Chicago restaurant ideas with the actor.

"I suggested Lou Malnati's, John's Pizza and Mr. Beef," Herron says.

"I almost didn't make the shoot," Herron says. The shoot in California was set on the weekend of the Rose Bowl and the plane was overbooked, he says. When the first plane was full, they moved his seat assignment to another airline. "I ran across the airport," he says. "I made it to the second flight as they were calling my name for the last time."

"I have no idea what will happen" after the ad airs, he says. "I didn't think much about what it will do" to the store, "magnify business by 1000 times" maybe? He asks.

"Tim is going to need his whole family to help him deal with the business after this because he is going to be inundated," Herb Ritchell, a marketing professor at Loyola University told Crain's Business.

Herron has been stocking up on inventory both for his regular and for his new customers. He ticks off a few names of what, for many, is a neighborhood third place: Scotty "Too Lucky", Eddie B, Ed Goldbat, Young Ed and Junior. After the dust settles Tim thinks they'll gather around, as they always do, sitting on the stools, talking sports collectibles.

It's safe to say (get it?) Tim's Baseball Card Shop will have a massive boost from its exposure at the 2010 Super Bowl. Credit: Patrick Boylan

Herron said he'll be celebrating his good fortune with a Super Bowl party, the day before the game, Saturday, February 6 from Noon - 6 PM. Herron said anyone is welcome to the store, 4549 N Western Ave., Chicago, IL. NBCChicago says local teasers for the ads are slated to start in the next couple of days.