I think the commercial was for Civil War history books. It was out in the 80's and all I can remember is a bunch of rednecks getting ready to fight. One of them says, "Wanta rassle for it?" My younger brother and I use to crack up.
Was that the Time-Life books or the collector cards?
I remember the collector card sets where they would send you what was basically a recipe card holder and about 12 or 24 cards a month; apparently randomly sorted. The cards were about the size of a large recipe card and were available on subjects such as World War II, Sports, American History, (I believe) The Civil War, and a host of other subjects; apparently including recipes
This was late 70s to early 80s and they ran commercials about father and son talking sports and competing for who gets what card, and I somehow seem to recall either two brothers (or whatever they were) arm wrestling, or perhaps challenging each other to wrestling, over a particular card.
I had the World War II set and didn't even fill half the box before I realized how dang expensive it would be to continue collecting the cards. They were pretty much a bottomless pit.