I have taught Title I/Chapter I/remedial reading for 30 of the 33 years that I've taught, and think you might be selling some of us who teach a bit short. Just had to say that. Most of my students start out disliking reading, but change their minds after a few weeks. I bought some of the most inexpensive Kindles for my classes, and the kids really love getting to use them.
As for the commercial, I love it. I can see kids saying those words. Some of my students have made similar comments. In fact, this ad makes me want to make a recording of my kids telling me why they like to read.
Cindy, it has been my experience that kids are eager to learn to read until it is squelched. For me it came the day I mispronounced the word "corps". The teacher led the class in laughing at me and I quit reading for a year. I was hit and threanted but she never heard me read another word.
I suspect the kids you're getting have already been discouraged by someone. I went to my kids' school when they were both put in remedial reading. The principal refused to talk to me until he got his reading specialist in the office. She lectured me about how both of my children couldn't read and had learning disabilities. I took my book, an adult book, out of my briefcase, handed it to my fifth-grade some and said, "Read out loud." He did and read perfectly well. then his sister, fourth grade, read out loud from my book perfectly well.
Of course, there were no questions about what happened and how it happened. The reading specialist accused my children of tricking her for some reason. I made it clear that my children could read, were done with the reading specialist, and were not to be forced to deal with her unless I was present.
After we left, my son said, "Dad, the stuff they want us to read is really stupid." "Read it anyway. You'll get out of school some day and have a whole life to read what you want."