You've probably seen a local commercial with one of your area's athletes, and it was most likely awful and unnatural. For me, nothing will beat Dustin Pedroia's cringe-worthy Sullivan Tire ad. ("I don't believe it. It's Jim Rice.") This funny video featuring Scott Hartnell proves that there's a science to making these TV spots so stilted.
Not anyone can film athletes to give off the notion that they're being held hostage for the sole purpose of hawking cars. It takes years of practice. Sorry, Scott Hartnell. You're just not what they're looking for right now.