Boston Market eschews big-name sports figures to concentrate on "real" unsung athletic heroes in new spots for the $4 Boston Carver sandwich combo meal aimed at 18-to-34-year-old males. The six-week campaign is from Suissa Miller , Santa Monica, Calif., one of three shops in the chicken chain's virtual agency setup. The new commercials are backed with $16 million in network spending; one features Kansas City Chiefs guard Will Shields (far r.) and the other soccer fullback Laura Servis. The spots are tagged "Eat big. Eat real. Eat a Boston Carver."