He also appeared in a series of Miller Lite commercials starting in the 1980s. In one commercial from that decade, Uecker was seen preparing to watch a baseball game when an informs him he is in the wrong seat. Uecker pompously remarks, "I must be in the "front" row", which became another of his catchphrases. The punch line was that Uecker's seat was actually in the nosebleed section. Since then, the farthest seats from the action in some arenas and stadiums have been jokingly called "Uecker seats". There is a section of $1 seating called the "Uecker seats" at American Family Field, which is an obstructed-view area in the upper grandstand above home plate where the stadium's roof pivot comes together (in reference to one of his Miller Lite commercials). Another of Uecker's catchphrases from the aforementioned Miller Lite 'front row' commercial is, "He missed the tag!" which he yells with confidence from his seat in the top row of the upper deck of the stadium, far away from the action.